East End Foods facts for kids

East End Foods is a well-known company that makes and sells Asian food. It is based in West Bromwich, England. The company started in 1972 thanks to the Wouhra Brothers. They built it into one of the biggest Asian food companies in the United Kingdom.

In 2019, the Wouhra Brothers sold the company. East End Foods is now part of the Vibrant Foods Group. This group also includes other food brands like Cofresh, TRS, and Everest Dairies. The company is currently owned by a private equity firm called Exponent.

The Story of East End Foods

How East End Foods Started

East End Foods began its journey in 1972. It was founded in Wolverhampton, England. The founders were two brothers, Trilok and Kuldeep Singh Wouhra. They were Sikhs who came from New Delhi, India.

Later, their three younger brothers joined them in the business. The company first grew in Wolverhampton. Then, it expanded into other parts of the West Midlands conurbation, including Birmingham.

Changes Over Time

In early 2004, the eldest founder, Trilok Wouhra, sadly passed away. He was the chairman of the company.

In November 2019, a big change happened. The company was sold to Exponent Private Equity. This means East End Foods became part of the Vibrant Foods Group. Not long after the sale, the youngest of the Wouhra brothers, Don Wouhra, also passed away.

A New Chapter for the Founders

In 2020, one of the original founders, Jasbir Wouhra, and his family started a new business. They bought back the old "cash and carry" stores that used to be part of East End Foods. These stores are now a completely separate business. They operate under a new company name: Lioncroft Wholesale. This means they are no longer connected to the East End Foods brand.