Anthony Alan Foods
Company
Anthony Alan Foods is a sales and marketing business which has, under license from Weight Watchers, the rights to distribute ambient cakes using the Weight Watchers brand in the UK & Ireland. The company was founded in Barnsley in 2001 to develop a low fat cake brand in partnership with Weight Watchers. The business works with a range of UK bakeries to develop the range which it then sells on to the multiple grocers across the UK and Ireland.
History
Anthony Alan Foods Ltd was formed in 2001 by Alan Higgins (a food technician with 20 years of industry experience) and Anthony Maloney (a salesman). The company started to develop a number of recipes to reduce the sugar and fat content of traditional cakes without comprising the taste of the product.
The company decided to market these recipes themselves and contacted Weight Watchers with regard to a possible licensing arrangement. The first licensed products were sold in 2002 to Asda and the company has subsequently introduced a range of products which are sold to the main UK supermarkets and other retailers.
Achieving huge growth in it's first couple of years, and then a bit of a third year slump, the business stabilised from 2006 on... so the original team felt it was time to move the business in to a larger group to develop it's full potential.
Product Range
- The UK's market leading range of low fat cakes making use of the Weight Watchers brand
- Gorgeous low fat slices; delightful reduced fat pies and mini rolls; yummy chocolate cake bars
