News in brief: a round-up of industry stories
We visit different corners of the industry to bring you a selection of stories in bitesize form.
Yeo Valley acquisition
Epicurean Dairy (UK) Limited and The Collective have been acquired by Yeo Valley in a move that Rob Sexton, CEO, Yeo Valley Production, says is part of ‘ambitious plans to drive growth of delicious British dairy’.
“We are delighted to welcome The Collective to the Yeo Valley Production family. The Collective brand is renowned for never compromising on the quality and market-leading taste of its products. Add this to the values of the business, encapsulated in its B-Corp accreditation, and we see this as a perfect fit with Yeo Valley Production. This agreement will ensure The Collective brand continues to deliver taste-led innovation and great value. It’s an exciting new chapter for us all.”
Fully functional
Re-emerging on the plant-based scene, Pep & Lekker has launched a new line of functional, allergy-free seeded crackers which use 12 plant varieties to support gut health.
Bringing ‘functional prowess’ to cheeseboards and lunchboxes, the Original and Rosemary Mixed Seed Crackers are high in omega-3 and fibre while being a source of protein and magnesium.
Bound with olive oil, the brand positions the crackers as a gluten-free larder essential.
The evolution of Weleda
Weleda is reaffirming its Swiss roots by modernizing its brand identity to strengthen its premium positioning and introduce its established range to new and younger audiences.
With medicinal plants taking centre stage and new tagline ‘Swiss Natural Science’ highlighting its heritage, the evolution will help this already strong brand to ‘stay relevant’ and ‘adapt to the needs of today’, says international CEO Tina Müller.
In line with Weleda’s strict sustainability manifesto, the rollout will be gradual to ensure no packaging is wasted.
Supercharged new look
In more rebranding news, The Scottish Bee Company has updated its identity to ‘super-charge its shelf presence [and] underline clear USPs whilst creating a look with real stretch that could accommodate significant range growth’.
The brand says the design ‘effortlessly knits together’ its expanding range whilst ‘underpinning’ its fine food credentials, making it visually suitable for a spectrum of retail environments, from health stores to The Food Hall at Selfridge’s and the virtual aisles of Ocado.
Suma x Sky TV advert
Suma Wholefoods has secured an advert with Sky TV via the network’s Zero Footprint Fund: Local Heroes competition, due to air between May and September.
Launched in 2021, the initiative helps brands accelerate sustainable initiatives nationally ‘using the power of TV’.
A competitive pitching process — led by Rebecca Kinnard from Suma’s marketing and product development team — resulted in the cooperative securing the regional advertising spot. “Winning … means the world to us. We’ve worked tirelessly to ensure sustainability is at the heart of everything we do, from reducing CO2 emissions to supporting local communities. This recognition will allow us to further expand our efforts and make an even bigger impact,” she says.
Faith in innovation
50-year-old personal care company Faith In Nature has been included on Fast Company’s prestigious Most Innovative Companies of 2025 list, which highlights businesses that shape industry by setting new standards through innovation.
“Our list of the Most Innovative Companies offers both a comprehensive look at innovation today and a playbook for the future,” comments Fast Company editor-in-chief Brendan Vaughan. “This year, we recognize companies that are harnessing AI in deep and meaningful ways, brands that are turning customers into superfans by overdelivering for them, and challengers that are introducing bold ideas and vital competition to their industries. At a time when the world is rapidly shifting, these companies are charting the way forward.”
Celebrating tin to table
Sustainable fish brand Fish4Ever has expanded its ‘tin to table’ range with new Cornish Sardines.
Founder Charles Redfern comments: “As a UK protected, designated origin hero, Cornish Sardines are a ‘local shores’ success story we’ve been seeking to champion for many years. It was imperative we worked with a like-minded, home-grown cannery in keeping with our socially positive priorities. Sardines are not only insanely moreish but a nutritionally-ripped, lean protein superfood jam-packed with omega-3 fatty acids, vitamin D, B12, calcium, selenium and phosphorus.”
In a ‘playful nod’ to traditional Portuguese conservas, 2025 sees the brand transition to vibrant new packaging bearing an informal British ‘storytelling twist’ and QR codes enabling ‘inquisitive fish nerds’ to trace their catch back to the small boat which caught it.
By Rosie Greenaway, editor