It's All Good

About It's All Good

It's All Good Ltd. (IAG) is a UK-based snack manufacturer founded in 2012 by Calum Ryder, Michael Weatherhead, and Lynn Saul. Ryder, with prior experience as the managing director of pretzel manufacturer Union Snack, which was sold to Intersnack in 2007, brought extensive industry knowledge to the new venture. Based in Gateshead, the company established itself by focusing on the production of high-quality tortilla chips, pitta chips, and other savory snacks.

The company's business model centers on a dual approach: producing private-label snacks for major UK retailers and developing its own branded products. IAG serves as a key supplier for retailers such as M&S, Lidl, and ALDI, manufacturing a variety of own-label tortilla snacks, rice cakes, popped chips, and flatbread chips. Concurrently, the company cultivated its own premium brand, Manomasa, which features a range of tortilla chips. This strategy of combining private-label manufacturing with brand development allowed the company to achieve significant growth, reaching a turnover of over £37 million.

In 2014, It's All Good secured a £3.5 million investment from NVM Private Equity to enhance its manufacturing capabilities and expand its market reach. This funding was a key milestone, enabling the firm to increase production capacity at its two Gateshead facilities and strengthen its partnerships with major grocers. By December 2020, after years of sustained growth, Valeo Foods Group, a major international ambient food group, acquired It's All Good for an undisclosed sum. The acquisition integrated IAG into Valeo's snacking division, which includes other prominent brands like Kettle crisps, providing a platform for further international expansion.