East End Foods facts for kids

East End Foods is a well-known company that provides Asian food products. It is based in West Bromwich, England. The company is now part of the Vibrant Foods Group.

The Wouhra Brothers started East End Foods in 1972. They sold the company in 2019. Since then, it has become one of the biggest Asian food companies in the United Kingdom. Today, it is part of the Vibrant Foods family, which also includes brands like Cofresh, TRS, and Everest Dairies. A company called Exponent Private Equity now owns East End Foods. The original cash and carry stores that were part of East End Foods are now a separate business. One of the founding families bought them back. They are no longer connected to the East End Foods brand.

History of East End Foods

How East End Foods Started

East End Foods began its journey in 1972. It was founded in Wolverhampton, England. Two brothers, Trilok and Kuldeep Singh Wouhra, started the company. They were Sikhs who came from New Delhi, India. Later, their three younger brothers joined them in the business.

Growing the Business

The company first started in Wolverhampton. Over time, it grew and moved into Birmingham, which is also in the West Midlands conurbation. This helped East End Foods reach more customers.

New Ownership and Changes

In November 2019, East End Foods was sold. A company called Exponent Private Equity bought it. After this sale, East End Foods became a part of Vibrant Foods.

In 2020, Jasbir Wouhra and his family bought the old cash and carry sites. These sites used to be part of East End Foods. Now, they operate under a new company name: Lioncroft Wholesale. This means the original East End Foods brand and the cash and carry stores are now separate businesses.