A new company focused on the UK snacks sector has launched with financial and commercial backing from soft drinks producer Radnor Hills, marking a significant restructuring of the commercial operations behind the premium crisps brand Burts Snacks.

The newly established business, Canny Snacks, has secured the exclusive sales, marketing and distribution rights for Burts Snacks from Europe Snacks, creating a three-way partnership aimed at accelerating growth in the UK snacking market.

Under the arrangement, Burts Snacks will continue to be owned by Europe Snacks, which acquired the brand and its manufacturing facility in Plymouth in 2023. Europe Snacks will remain the brand’s exclusive manufacturing partner, with production continuing at the Plymouth site using existing sourcing and manufacturing processes.

The move is intended to provide renewed commercial focus for the Burts brand while maintaining continuity for retailers, wholesalers and foodservice customers. Canny Snacks will operate as a standalone business, taking responsibility for brand development and routes to market, while drawing on the commercial infrastructure and customer relationships of Radnor Hills.

Canny Snacks is led by Tom Carne and will be supported by Radnor Hills’ commercial and operational teams. The company will also benefit from the experience of William Watkins and Adrian Carne.

According to the companies, the partnership combines Canny Snacks’ focus on brand growth, Radnor Hills’ established distribution capabilities and Europe Snacks’ manufacturing expertise and innovation resources.

Looking ahead, Canny Snacks plans to invest in brand development, product innovation and broader growth opportunities across the snacks category.

“Canny Snacks has been created to bring fresh thinking, focus and ambition to the snacking category. Launching with a brand of Burts’ calibre gives us a fantastic foundation. By combining the strengths of Radnor Hills, Europe Snacks and our wider partners, we are building a business capable of delivering long-term growth for brands, customers and consumers alike,” said Tom Carne, Co-founder and Director of Canny Snacks.

For customers, the companies said business operations and service levels will continue unchanged during the transition.