What Wholebake does

Wholebake is a North Wales-based B2B and private label contract manufacturer of healthy snack bars, founded in 1984 and operating from three production sites in Corwen and Wrexham. The company manufactures muesli, flapjack, protein, fruit-based, cold-formed, raw fruit molded, and extruded bars and bites for brand customers across weight management, sports nutrition, toddler snacking, healthy indulgence, vegan friendly, digestive health, and mainstream better-for-you categories. Capabilities include drizzle, top coating, full enrobing, and centre-fill options, plus gluten-free, kosher, halal, and organic manufacturing certifications, supported by an in-house NPD kitchen.

The business operates a dual model: (i) contract and co-manufacturing services for third-party brands covering recipe development, packaging solutions, ingredient sourcing, and full concept-to-launch project management, and (ii) own-branded products (Bounce, NINE, Brynmor) sold through UK retailers. The company holds BRC AA Grade accreditation at both legacy sites, B Corp certification (score 82, 2021), and SEDEX-linked SM ETA ethical audits. As of 2023, the company employed 305 people in the UK and has since grown to 360+; the £158m "value sales" figure reflects retail-level value of branded output (versus a manufacturing-level pre-tax profit of £18.6m at a 35% margin).

Ownership transitioned from Bridges Fund Management to Elysian Capital in 2023 via the acquisition of parent Healthful Holdings Group, with CEO Simon Faithfull and Chairman Peter Unsworth retained. The company reported 18.4% value sales growth and 13.4% unit sales growth against a UK branded snack bar category that declined 0.4%, and opened a third 67,000+ sq ft manufacturing site at Unit 54, Wrexham Industrial Estate in 2025.

Name

Wholebake

Legal name

Wholebake Ltd

Website

https://wholebake.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Wholebake is a UK-based B2B and private label contract manufacturer of healthy snack bars, founded in 1984, producing baked, cold-formed, and extruded bars for brand customers in weight management, sports nutrition, and better-for-you categories across three North Wales production sites.

Ownership category

akta.pro rank

Headquarters

HQ city

Corwen

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Contract Manufacturing: B2B private label snack contract manufacturing providing full service from concept to launch including recipe development, packaging solutions, and co-manufacturing for brands across weight management, sports nutrition, toddler snacking, healthy indulgence, vegan friendly, digestive health, and better-for-you market sectors.
2. Own Brands: Manufactures and supports own branded snack products including Bounce, NINE, and Brynmor.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Wholebake is a B2B and private label healthy snack bar contract manufacturer offering full service from concept to launch for weight management, sports nutrition, toddler snacking, healthy indulgence, vegan friendly, digestive health and mainstream better-for-you brands. Production spans baked/flapjack/seeded bars, cold formed and moulded bars, raw fruit molded balls, and extruded bars, balls and bites at BRC AA accredited North Wales sites. The company also manufactures own brands Bounce, NINE and Brynmor and runs an in-house NPD kitchen for recipe development.

Product overview

Wholebake is a B2B and private label snack contract manufacturer operating as part of Healthful Holdings Group. The company offers a comprehensive portfolio including branded products (Bounce, NINE, Brynmor) alongside contract manufacturing services. Their product portfolio spans multiple categories: Baked/Flapjack/Seeded Bars, Cold Formed & Moulded Bars, Raw Fruit Molded Balls, and Extruded Bars/Balls/Bites. Manufacturing services include Recipe Development (NPD Kitchen), Packaging Solutions (single wrapped, retail packs, doy packs, multi packs), Finest Ingredients sourcing, and full concept-to-launch project management. The company serves diverse market sectors including weight management, sports nutrition, toddler snacking, healthy indulgence, vegan friendly, digestive health and mainstream better-for-you brands.

Differentiator

Problem solved

Functional benefit

Brands

• Bounce: Healthy snack bar brand in Wholebake's portfolio
• NINE
• Brynmor

Products and services

• Baked, Flapjacks & Seeded Bars Muesli, flapjack and protein bars manufactured with nuts, nut butters, seeds, freeze dried fruits, added proteins, vitamin fortification and natural flavours. Can be coated in carob, fudge, milk or dark chocolate flavoured coatings.
• Cold Formed & Moulded Bars Fruit based bars manufactured with a wide range of nuts, nut butters, freeze dried fruits, added proteins and natural flavours.
• Raw Fruit Molded Balls Cold pressed, formed fruit-based balls with nuts, nut butters, freeze dried fruits, added protein and vitamin fortification. Can be coated in rice flour, chopped nuts, seeds, fruit or cocoa powder.
• Extruded Bars, Balls & Bites Extruded products with syrups, fruit pastes, nuts, nut butters, freeze dried fruits, added proteins and natural flavours.
• Baked Snack Options (Muesli, Flapjack, Seed, Fruit, Nut and Protein Bars) Snack bar options including muesli, flapjack, seed, fruit, nut and protein recipes, many partially enrobed using caramel, milk or dark chocolate couvertures.
• Coated Bites and Energy Balls Snack bites and energy balls coated with seeds, coconut, cocoa powder or flours for added visual impact and taste.
• Bounce (Own Brand) Branded healthy snack product line owned by Healthful Holdings Group and manufactured by Wholebake as part of its co-manufacturing operations.
• NINE (Own Brand) Branded healthy snack product line owned by Healthful Holdings Group and manufactured by Wholebake.
• Brynmor (Own Brand) Branded healthy snack product line owned by Healthful Holdings Group and manufactured by Wholebake.
• Contract Manufacturing Services Full service from concept to launch including innovation days, market insight led recommendations and full project management. Services include category and market insight, inspiration workshops, safari days, packaging solutions, brand management and co-manufacture for weight management, sports nutrition, toddler snacking, healthy indulgence, vegan friendly, digestive health and better-for-you brands.
• Recipe Development (NPD Kitchen) New product development service with over 200 product launches over the past 5 years, delivered via an NPD kitchen facility replicating factory processes for accelerated recipe formulation and product launches.
• Packaging Solutions Packaging options including single wrapped bars, single retail packs, doy packs, multi packs and multi pack outer cases, with film and board packaging using printed laminated flexible film.
• Finest Ingredients Sourcing Quality raw ingredients sourcing prioritising UK grown ingredients, with a trusted network of key suppliers and a rigorous supplier approval process.

Quantifiable outcome

• 13.4% unit sales growth vs category decline of 0.4%
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GroceryAidcoreOthersCharitable partnership supporting grocery people in need across the UK. Wholebake promotes GroceryAid's welfare services, participates in GroceryAid Day, and is an active HR contact and part of their Awareness Network.
• International EisteddfodminorOthersSponsorship to promote local culture and tourism in Wales.
• Cambria CollegeminorOthersPartnership supporting sparks (students) with life skills and work-based learning programs.
• See Hear Speak UpminorOthersExternal whistleblowing hotline provided to employees, agency workers and contractors for reporting concerns.

Scale indicators10 records

Recent moves8 records

Direct peers

• Eat Real: UK better-for-you snacks brand (chips, snack bars) in adjacent healthy snacking categories where Wholebake's contract manufacturing capabilities are increasingly relevant.
• Natural Balance Foods (Nakd, Trek): UK-based healthier snack bar brand (Nakd, Trek) competing directly in the same better-for-you, free-from, plant-based bar categories that Wholebake manufactures both as contract packer and via its own Bounce/NINE/Brynmor brands.
• Fulfil Nutrition: High-protein, low-sugar bar brand overlapping Wholebake's sports nutrition and better-for-you segments, with Wholebake likely competing for the same private label contract manufacturing briefs and shelf-space.
• Grenade: UK protein/functional bar brand competing in sports nutrition and high-protein snacking, a core end-segment of Wholebake's contract manufacturing offering.

Broad incumbents

• KIND Snacks: Global nut-and-fruit bar incumbent owned by Mars; competes across the same better-for-you snacking aisles and serves as both a competitor and a potential contract manufacturing customer for Wholebake.
• Pladis UK (Godolphin): Large UK biscuit and bakery manufacturer (McVitie's, Carr's) operating broad-scale bakery manufacturing capacity that overlaps with Wholebake's commercial bakery footprint for snack bars and bars/coated products.

Emerging players

• Deliciously Ella: Plant-based, free-from snack brand with overlapping healthy indulgence and better-for-you positioning; an emerging competitor for shelf and a candidate private label customer for Wholebake.
• Squirrel Sisters: UK better-for-you snack ball and bar brand in the same free-from and clean-label positioning as Wholebake's baked and cold-formed ranges.
• Two Chicks: Free-from egg-replacement brand illustrating the UK free-from manufacturing ecosystem in which Wholebake was awarded Free From Manufacturer of the Year 2021.

Regional players

• Mornflake / Crewe-based cereal & bar manufacturers: North West UK / regional baked cereal and snack producers with comparable bakery manufacturing infrastructure and overlap with Wholebake's seeded, muesli and flapjack bar capabilities.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/9Bar_Official
• Facebookfacebook.com/9barofficial

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wholebake