Ditsch, the global leader in pretzel baked goods and part of the Valora Group, has acquired the assets of WorldBake Ltd and launched Ditsch UK Ltd to strengthen its presence in the British and Irish market.

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After nearly two decades of partnership, WorldBake’s team and operations will transfer seamlessly to Ditsch UK Ltd, with Peter Hedges continuing as Managing Director. The new company will operate as a stand-alone business while retaining all established processes and customer relationships.

For customers, nothing changes: products, packaging, logistics, service and commercial agreements all remain in place. From 1st December 2025, orders will be handled by Ditsch UK Ltd instead of WorldBake.

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“We’re excited to take this next step in the UK,” says Seb Gooding, CEO of B2B Division of the Valora Group. “Combining our expertise and local knowledge allows us to bring even more pretzel innovation to British and Irish customers.”

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“I’m truly excited about the innovation and opportunities this brings,” adds Peter Hedges, Managing Director of Ditsch UK Ltd. “Combining the resources and expertise of Ditsch with the experience of our UK team we will continue to work with our supply partners, accelerating New Product Development, improving our insight into market trends and strengthening our offering and service to customers.”

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With a dedicated UK sales and marketing team, Ditsch aims to showcase its full range - from classic pretzels to innovative pretzel buns and bites - and position pretzels as a versatile, on-trend snack for today’s market.

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For media enquiries, contact:

Lucy Rogers, Marketing Executive - lucy.rogers@worldbake.com