Faegre Baker Daniels has advised snack brand, Emily Crisps, which manufactures fruit and vegetable crisps, in its sale of a minority stake of the business to Inverleith LLP and investor club, Hothouse Brands Ltd.
The move will see Emily Crisps expand its range, marketing and distribution in the UK and overseas. The value of the deal was not disclosed.
The company was founded in 2014 by partners Emily Wong and Alessandro Ascani as a healthy, great tasting alternative to traditional potato crisps and fruit snacks. Originally launched exclusively in Selfridges, it has grown significantly over the last two years and is now stocked in over 1,000 retail locations in over ten countries worldwide. First launched with three fruit crisp varieties, the brand has recently expanded its offering with the introduction of two new vegetable crisp varieties.
The business has ambitious plans to become a key player within the snacking market in the UK, Europe and further afield. Its aim is to provide health conscious consumers with the opportunity to indulge in guilt-free snacking, offering the goodness of fruit and vegetables in a crisp with great crunch and taste.
Inverleith LLP & Hothouse Brands Ltd has purchased a significant minority stake in the business. Following the investment, founder Emily Wong will become Chief Executive and founder Alessandro Ascani will assume the role of Chief Operating Officer. A newly created Board of Directors will see heavy-weight industry experts assuming non-Executive Board positions.
The FaegreBD corporate team advising Emily Crisps on the sale of the minority stake was led by partner Gary Laitner (Picture), with assistance from associate Jeannette Meyer.
Law Firms: Faegre Baker Daniels;
Clients: Emily Fruit Crisps Ltd. ;