Leon Co-Founder John Vincent Buys Back Healthy Fast Food Chain from Asda
In a surprise move, John Vincent, co-founder of the healthy fast food chain Leon, has bought back the business from Asda, just two years after it was sold to the billionaire Issa brothers’ EG Group for a reported £100m. Vincent’s decision to learn about the business and return it to its core values has been met with enthusiasm from fans of the brand.
A Return to Roots
Vincent, who launched Leon with healthy food campaigner Henry Dimbleby and chef Allegra McEvedy in 2004, plans to take a “good look under the bonnet” of the brand he sold for a reported £100m in 2021. The ownership transfer comes after Leon faced criticism for deviating from its original healthy ethos and introducing higher-calorie menu items.
“For 17 years, it was the greatest gift to build a company dedicated to helping people enjoy Naturally Fast Food,” Vincent said. “My time away from Leon has given me new perspectives – and I’m excited by what we can achieve for people this time round.”
A Change in Direction
Under Asda’s ownership, Leon had introduced menu items that strayed from its healthy roots, including burgers, chicken nuggets, and cookies. This move was met with criticism from some fans of the brand, who felt that Leon was compromising its values.
Dimbleby, who co-founded Leon, had expressed his concerns about the brand’s direction, telling The Telegraph that Leon had moved away from selling “delicious food that is convenient and healthy” to items higher in salt and sugar, which he warned could “destroy the brand.”
The Future of Leon
With Vincent back at the helm, fans of the brand are hopeful that Leon will return to its core values of serving healthy, delicious food. Vincent emphasized that the company will focus on its “basic Leon promise” of serving the best fast food with the biggest welcome.
“I would like to thank Asda and TDR for their stewardship of Leon and for their conduct in this deal,” Vincent said. “TDR have a strong track record of supporting food and beverage businesses in the UK and have been a pleasure to engage with during this process.”
Reaction from Asda
An Asda spokesperson wished Leon colleagues well under new ownership, saying: “We would like to thank Leon colleagues for their contribution and hard work during the last two years as part of the Asda business and wish them all the best as they move forward under new ownership.”
What’s Next for Leon?
As Vincent takes the reins once again, the future looks bright for Leon. With a renewed focus on healthy, delicious food and excellent customer service, the brand is poised to regain its momentum. Will Vincent’s return mark a new era for Leon? Only time will tell.
Conclusion
The buyback of Leon by John Vincent is a significant development for the brand and its fans. With a renewed focus on healthy food and customer service, Leon is well-positioned to regain its popularity and continue to thrive in the competitive fast food market. As Vincent takes the reins, the future looks bright for this beloved brand.
