Deal struck for East End Foods cash and carries

Two members of the Wouhra family have bought back East End Foods’ cash and carries as they aim to take them to the next level.

Jason and Jas Wouhra have retaken charge of the two depots in Aston and Smethwick from private equity firm, Exponent, which purchased the East End business at the end of 2019.

But now the Wouhras are returning to the helm of the cash and carries, with their business, Lioncroft Wholesale Ltd, completing a deal in the next few months. 

The business will trade under the East End Wholesale Stores banner, which is independent to East End Foods Ltd – but the cash and carries will continue to stock the East End brand. 

“I’m extremely excited to lead the cash and carry to new heights in this next phase of its growth and development,” says Jason Wouhra. “I have immense confidence in the performance and opportunities within the wholesale industry and we’re looking forward to working with our customers, suppliers and colleagues to grow the business and continue our relationship with the team at East End  Foods Ltd to supply East End-branded products.”

East End Foods Ltd Executive Chairman, Rohit Samani says: “We have a long-standing relationship with Jason and Jas and look forward to continuing that relationship with in the new organisation.”

East End Foods Jas Wouhra Jason Wouhra Unitas