Louize Clarke | March 22, 2018

From Suzie Walker’s kitchen table to a global brand in 4 years –the makers of great tasting award winning snacks The Primal Pantry have landed a £3m investment. The seven-figure sum has been invested by NVM Private Equity for a minority stake in the growing challenger brand.

With a vision to be the world’s most trusted real food brand Suzie Walker and her team look forward to an incredibly exciting year ahead.

Proudly made with only a handful of carefully selected ingredients the award winning Primal Pantry bars are shaking up the snacking category and creating a real food revolution. The brand recently launched a new and enhanced range of protein bars each containing 15g of plant based protein. The latest extension to the range Double Espresso High Protein Bar which in addition to 15g of protein also boasts 146mg of caffeine has been recently hailed by The Grocer as one of the most innovative snack bars on the market (March 2018).

NVM’s investment will be targeted at growing retail distribution and in store visibility along with driving brand awareness through consumer marketing channels; in particular social media, PR and sampling.   NVM’s backing will allow the brand to continue to innovate and reach an increasing number of consumers who are conscious about the impact their food choices have on themselves and wider society.

As part of The Primal Pantry’s growth plans, the business has expanded its leadership team. Hash Alsaidi joins as Sales Director bringing with him a wealth of experience across roles at Mondelez, Kraft Heinz and Unilever, amongst others. Nathan Griffiths, joins as Head of Marketing with a strong background in customer and trade marketing, born out of his time at Perfetti Van Melle.

Today The Primal Pantry bars are sold in over 7000 distribution points in the UK including Tesco, Sainsbury’s, The Co-operative and WH Smith Travel. International sales currently account for 35% of turnover and will continue to be developed by Co-Founder Dominic Maxwell who will also lead the company’s innovation pipeline.

Founder of The Primal Pantry, Suzie Walker, said: “We are incredibly delighted to be welcoming NVM on our journey to becoming a leading and trusted real food brand. With their backing we can take The Primal Pantry to the next level, ensuring more consumers have the opportunity to try our products and encouraging them to make better food choices.

Led by impulse shopper and consumer needs, the healthy snacking category is finally finding its own space in store, but there is a lot more work to be done. With this investment we want to further support the category growth through insight, true innovation and shopper marketing to bring the fixture to life.

At The Primal Pantry we are as committed to our values today as we were four years ago when we started. We believe food products should be made with real wholefood ingredients, keeping it simple and tasting fantastic.”


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