Our Story

United Food Brands was founded in 2004 and has a combined experience of over 50 years in food manufacturing, import, distribution, and supply to multiple retailers. The companies objectives are to develop unique and innovative FMCG products for the UK Retail sector.

UFB currently owns three brands Shires Bakery, Bello Artizano & Waffle Amour that specifically focus in the biscuit, bakery, confectionery and cake sector whilst also supplying several ranges in private label to the multiples.

We owe a large part of our success to investment in new product development, branding, marketing and industry research.

Our objectives for 2019-20 are to break into the US market and further expand our brands internationally. Please get in touch with us to discuss in more detail.

Shires Bakery

Meticulously prepared and bursting with flavour, our shires bakery pastries and biscuits are the perfect treat for you and the family.

Our rolled puff pastries are specially prepared using selected ingredients of the finest quality so you can always be assured of a great taste.

Bello Artizano

Bello Artizano is a premium Mediterranean food brand that focuses on delivering the very best and unique concept foods from the continent.

From crispy bruschettas to delicious puff pastries, these exotic foods are sure to satisfy the taste buds of those searching for new snacks.

Waffle Amour

Supposedly first imagined by the Prince of Liege in the 18th century, our special waffle recipe has been recreated by Master Bakers especially for you.

Our waffles are made using the traditional method of carefully infusing sweet sugar pearls during the baking process, creating an indulgent and irresistibly crispy and caramelised sugar coating.


  • It is February and we are busy bringing together the Frozen Waffle concept with the final design tou

  • January saw the first samples of our new brand ‘Café Amour’ 180g caramelised biscuits land in the of

  • Our Christmas Social Media Campaign for Waffle Amour was a cracking event and generated a real buzz


Managing Director


Founder and Director


Marketing Manager


Operations Manager