Tayto Group has partnered with Yorkshire-based company Bite UK to form a joint venture (JV) company called Bite UK Snacks.

Bite UK Snacks  intends to become the country’s leading healthy snacks business.

The sector is believed to be valued at around £200m.

Tayto Group sales director John McQuaid said: “We value healthy snacking and recognise that consumers demand healthy snacks without compromising on flavour.

“I am impressed with the outstanding health and taste credentials that Pure Bite provides and the ability to deliver both propositions at a competitive price to retailers and trade sets the Pure Bite brand apart from other competitors.”

“The potential for growth is huge and their expertise will help us take healthy snacking into the mainstream and deliver our vision of being the UK’s leading supplier.”

Bite UK’s flagship brand Pure Bite will join brands such as Tayto, Golden Wonder, Real Crisps, Mr Porky and Portlebay popcorn and be distributed through Tayto’s network.

Established in 2017, Pure Bite offers snacking and convenient food-to-go products that are exported to the Middle East, Ireland, Iceland and the rest of Europe.

It offers a wide range of products that are claimed to be high in fibre and protein and with low levels of sugar, salt and calories. The company also said that its products are free from preservatives, dairy and gluten.

Bite UK founder Jason Bull said: “Expect to see Pure Bite everywhere in 2019. The support that the Tayto Group can provide is unprecedented.

“The potential for growth is huge and their expertise will help us take healthy snacking into the mainstream and deliver our vision of being the UK’s leading supplier of healthy snacks. I look forward to making Pure Bite one of the nation’s favourite brands.”

Bull will continue to serve as managing director to drive and oversee growth and product development within the business.