Canny Snacks, a newly formed business backed by Welsh soft drinks manufacturer Radnor Hills, has secured the sales, marketing and distribution rights for British snack brand Burts Snacks as part of a move to expand into the snacking sector.

The launch marks Radnor Hills’ first major venture beyond beverages, with the company aiming to leverage its existing infrastructure, commercial expertise and customer relationships to support growth in the adjacent snacking category.

Under the agreement, Canny Snacks will manage the commercial development of the Burts brand, while ownership and manufacturing remain with Europe Snacks, which acquired Burts and its Plymouth production facility in 2023.

Europe Snacks will continue as the exclusive manufacturing partner for the brand, producing Burts products at the Plymouth site using existing sourcing and production processes.

Canny Snacks will operate as an independent business led by co-founder and director Tom Carne, with support from Radnor Hills’ commercial and operational teams. The business will also be guided by William Watkins, founder and CEO of Radnor Hills, and Adrian Carne, former CEO of Yeo Valley.

The company said it plans to invest in the Burts brand and pursue innovation opportunities within the snacking market while maintaining continuity for customers during the transition process, which began on 1 June.

Watkins said: “Canny Snacks allows us to explore growth beyond drinks and into the fast-growing snacking market, building on the experience, infrastructure and relationships we already have at Radnor Hills".

He continued: “This is an exciting opportunity for Radnor Hills to expand into a category that naturally complements our core drinks business – after all, great drinks and great snacks are the perfect combination.”

“Canny Snacks allows us to explore growth beyond drinks and into the fast-growing snacking market, building on the experience, infrastructure and relationships we already have at Radnor Hills."

Carne added: “We’re delighted to be launching this new partnership with securing the sales and marketing rights for Burts Snacks, with the transition taking place in the coming weeks”.

“We see a huge opportunity to unlock the potential of the Burts brand and build a scalable snacking business. By combining the strengths of Radnor Hills, Europe Snacks and our wider partners, we are well placed to drive future growth through a collaborative approach.”

Rikin Lakhani, managing director of Burts UK, commented: “Canny Snacks’ entrepreneurial drive, combined with the expertise of Radnor Hills, creates a powerful platform to unlock new opportunities and take the Burts brand to the next level”.