Regional paper, The Eastern Daily Press, reported several blue-chip companies were believed to be interested in buying the company.

Lion Capital, who owns the brand, is alleged to be looking to sell for more than £400 million.

Kettle Foods', which was bought by Lion Capital in 2006, managing director Jeremy Bradley, said: "Lion Capital has received a number of approaches from parties interested in buying the business and consequently we have been asked to host several visits over the coming weeks."

Potential buyers will be shown around Kettle's UK base in Norwich.