AMG purchases the Wayfayrer brand from Malton Foods

AMG Group, one of the UK’s leading outdoor equipment companies, has purchased the Wayfayrer brand from Malton Foods, a subsidiary of Zwanenberg Food Group.

Wayfayrer has long been a leader in the UK outdoor food market with their range of ready-to-eat camping meals (MRE’s). Known for their nutritious, tasty and convenient meal solutions, Wayfayrer has been the ideal choice for active outdoors enthusiast and professionals alike.

Wayfayrer is the official ready-to-eat food of the Duke of Edinburgh’s Award, featuring on their Recommended Kit list. The Duke of Edinburgh’s Award scheme offers life changing experiences for 14–24-year-olds and has introduced thousands of outdoor users to the Wayfayrer brand through their partnership.

“The Wayfayrer brand has long been an important part of the AMG portfolio of brands and it’s fantastic to bring it into the heart of the AMG business,” said Rob Birrell, Managing Director of AMG Group. “Both Wayfayrer and AMG have a great partnership with the Duke of Edinburgh’s Award and AMG’s pioneering spirit, track-record and expert knowledge of the UK outdoor market make them a perfect fit together.”

The purchase of the Wayfayrer brand allows AMG Group to further increase its presence in the UK camping food market, helping to reach a wider audience. The purchase of the Wayfayrer brand allows AMG to control the development of new and exciting meals within the range based on direct feedback from the UK marketplace.