Healthy snack bar manufacturer Wholebake grew unit sales 13.4% and weight of sales 16.4% over the past year, while volumes across the wider UK snack bar category fell, according to new data from Nielsen.
New figures from Nielsen, the global measurement and data analytics company, show Wholebake-manufactured product delivered value sales growth of 18.4% over the 52 weeks reaching £158M – more than four times the 4.3% value growth recorded across the wider UK branded snack bar category.
The contrast is sharper on volume. Over the same period, the category’s unit and weight sales fell 0.4% and 2.4% respectively, as shoppers bought less overall. Wholebake moved the opposite way – growing unit sales 13.4% and weight of sales 16.4% – evidence that demand for its products is rising even as the category contracts.
That outperformance has been underpinned by significant investment in Wholebake’s manufacturing infrastructure. The business expanded into a new 76,000 sq ft facility on Wrexham Industrial Estate, joining its existing sites in Corwen and Wrexham to give the company three operational locations across North Wales.
John McMullen, Chief Executive Officer, commented, “The last 12 months have been a landmark period for Wholebake in every sense. Our Wrexham facility has transformed what we’re capable of as a manufacturer, giving us the capacity, the flexibility and the operational efficiency to meet demand and continue growing.”
The results reflect a broader and accelerating shift in UK consumer behaviour, with consumers increasingly moving away from traditional confectionery towards cleaner, more functional alternatives.
With its expanded operational platform now in place and further growth planned for 2026 and beyond, Wholebake continues to invest in its people, its processes and its product innovation capabilities.
For more information about the company, please visit: www.wholebake.com
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