Situation

• Freshpak Chilled Foods, a leading UK private label manufacturer of short-shelf-life chilled convenience foods supplying all major UK retailers, engaged Food Strategy Associates to deliver Commercial Vendor Due Diligence in preparation for a formal sale process

What We Did

To support our client, we:

• Designed a tailored CVDD process in close collaboration with management and shareholders, delivered in two phases over a seven-week period
• Commissioned bespoke consumer research across Freshpak’s three core convenience food categories to identify key drivers, barriers and opportunities to expand category penetration
• Analysed scan and panel data from Circana and Kantar across the relevant categories to assess market performance and growth drivers, complemented by Tesco Dunnhumby data to deepen insight into the Food to Go segment
• Conducted interviews with key customers, competitors and industry experts in chilled convenience to test category trends, the competitive landscape and perceptions of Freshpak’s strengths, weaknesses and opportunities
• Worked with management to reshape the equity story, repositioning Freshpak from a historical leader in the flat deli fillers category to a growth leader in the faster-growing value-added egg category, underpinned by its pioneering of new segments including pre-poached eggs, Food to Go snacks and dips, and egg pots
• Articulated the technical expertise and operational capabilities that few competitors could match, giving bidders confidence in Freshpak’s ability to sustain category leadership
• Analysed financial performance against peers and evaluated the four-year growth plan across channels and categories, identifying upside opportunities and areas for enhancement

Results Delivered

• Food Strategy Associates successfully completed the Commercial Vendor Due Diligence, supporting a transaction that culminated in Freshpak’s acquisition by The Compleat Food Group, announced in June 2025