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Kestrel Foods swoops in on County Down granola company Just Live a Little

Portaferry, County Down, Just Live a Little granola company has been bought by Kestrel Foods for an undisclosed sum.

The County Armagh snacks maker – which makes a range of plant-based products – said the acquisition fits well with its current portfolio, expanding its reach into the granola market. He said the move “signals the company’s continued commitment to becoming an innovative leader in the plant-based snacks market.”

Just Live a Little supply their range of products to retail and hospitality businesses across the UK and Ireland, including Waitrose, Ocado and Tesco in Northern Ireland. It was founded in 2012 by David and Jill Crawford who started out selling granola at local markets.

“The acquisition of the Just Live a Little brand aligns with our ambition to create an innovative snack and granola company with a strong brand portfolio, brilliant products and world-class capability,” said Michael Hall, owner and CEO of Kestrel Foods, mentioned. “We are thrilled to have the opportunity to build on the heritage of the Just Live a Little brand for healthy artisan granolas and snacks.”

Kestrel Foods owns the Forest Feast and ACTI-SNACK brands, as well as its private label products for retailers and others.

It said it did well during the Covid-19 pandemic with retail sales up 26% year-on-year. It has also invested £2.8 million in its manufacturing plant, which now employs 80 people at its Portadown headquarters.