Our Story

“Putting round pegs in round holes”

United Food Brands was founded in 2004 and has a combined experience of over 50 years in food manufacturing, import, distribution, and supply to multiple retailers. The company was formed with the core aim of developing unique and innovative FMCG products for the UK Retail sector.

We have three strong brands, ‘Shires Bakery’, ‘Bello Artizano’ & ‘Waffle Amour’ that specifically focus in the, biscuit, bakery, confectionery and cake sector.

UFB owes a large part of its success to investment in new product development, branding, marketing and industry research.

Our objectives are to become the #1 wafer biscuit supplier in the UK, establish Waffle Amour as a first choice waffle brand, and further develop our reach into the cereal bar sector.

Our Values

At United Food Brands, we strongly believe in staying true to our core values, which are outlined in the bubbles below. We apply these beliefs to everything we do by incorporating them into each aspect of our service. Take a look for yourself to find out what our team value most!