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Private Equity Firm Acquires U.K.’s Deeside Cereals

September 21, 2021: 12:00 AM EST
London-based Elysian Capital has acquired the North Wales-based breakfast cereals and snack-bar business through its Wholebake business, a health-snacks company the British investor bought over the summer from Singapore wholesaler Agrotech Impex. Also located in Wales, Wholebake supplies its own brands under names such as Bounce, Nine, and Brynmor, and is also a co-manufacturer. Financial terms were not disclosed. 
Laurence Kilgannon , "U.K.'s Deeside Cereals acquired by private-equity firm Elysian Capital", Insider Media Limited , September 21, 2021, © Newsco Insider Limited
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