Italian Beverage Company (IBC Simply), renowned for disrupting beverages in foodservice for over 25 years, has rebranded as Bold Foods as part of a ‘bold’ mission to be a one stop concept-to-creation business, supplying the UK food and drink industry and beyond.
The market-leading beverage expert already supplies its hugely successful SIMPLY and Dinoshakes brands, as well as white-label products, to food service and HoReCa. With its unprecedented growth, Bold Foods has invested in a new company HQ in Hertfordshire this spring to accommodate a growing team, new brands and potential future acquisitions, as it looks to further expand its capabilities.
“The decision to rebrand our founding business, IBC Simply, as Bold Foods is a confident declaration of where we are as a business now and where we want to be in the future,” explains CEO Ricky Flax. “Our bold new identity is about everything we have to offer; not just the products we sell and our innovation capabilities, but also our amazing team and the services we offer, alongside our partnership with our sister company March Foods, delivering further knowledge and cohesion in bringing products to market.
“Now feels like the right time to shout about it with our brand new identity. We’re already on a strong growth trajectory which will see us double the size of the business in the next five years. And we know we can achieve that by extending the services we offer and the markets we operate in to provide our existing and future customers with a total concept-to-creation holistic solution.
“Bold Foods feels like a significant step change for the business and one we’re hugely excited about.”
The company’s new group headquarters in Stevenage, Hertfordshire which opened mid-April 2026, includes a larger, dedicated space for product development, meaning customers can join the NPD team on site and action changes to flavour, texture, colour and composition quickly – making the process even more efficient and getting products right faster. It will enable Bold Foods to grow its NPD, private label and white label services, as well as its product portfolio.
In addition to the new NPD lab, there are dedicated client spaces, including the TasteSpace, to host client and customer meetings, demonstrate products, deliver bespoke menu development sessions and share the latest trends and insights that all align with customers’ objectives.
Adds Flax: “Customers will continue to receive the same best-in-class service across all areas, which we pride ourselves on, and our same great SIMPLY products. As we continue to grow, so does our capability to be increasingly agile and quick to respond to changing markets and trends to support our customers’ needs, in order to meet their own business growth objectives.”
Bold Foods and March Foods are part of Delightful Food Group, founded in December 2023 by Ricky Flax and his father Sheldon Flax, the original founder of IBC Simply. Over the past 5 years, IBC Simply alone has increased its turnover by over 500%, from £3 million to over £20 million. This is an exciting time as IBC rebrands to Bold Foods, and looks ahead to a bold new future, of growth and opportunity.
For more information, or interview requests, please contact:
Louise Barnett: louise@louisebarnettpr.com / 07713 742685
Lisa Balliache: lisa@lisaballiachepr.co.uk / 07768 264132
Notes to Editors:
Hertfordshire-based IBC Simply, the company behind the hugely successful SIMPLY and Dinoshakes brands, was founded over 30 years ago by Sheldon Flax, and later joined by son Ricky Flax, to provide innovative beverage solutions to the foodservice industry.
In December 2023, IBC Simply, now Bold Foods, acquired March Foods, one of the UK’s leading co-packing and co-manufacturing companies, to create a new force in UK food and drink manufacturing. The two businesses came together under a new parent company, Delightful Food Group, with turnover of over £30million as a group.
By bringing together Bold Foods and March Foods, Delightful Food Group offers expertise in innovation and product development, right through to production and packing at its 120,000 sq. ft site in March, near Peterborough.
A team of 250 work coherently together to provide the insight and knowledge needed by customers to get their products to market, working in partnership to establish the latest trends, bringing innovative ideas, and co-manufacturing and co-packing products; from branded, private label or white label flavoured syrups to powders such as hot chocolate and milkshakes, and much more.
www.delightfulfoodgroup.com
www.boldfoods.com
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