Benjoy Nutrition – which won the 2011/12 Gold award from Practical Parenting – offered a range of fruit, vegetable and multi-grain snacks as an alternative to crisps and biscuits.
Founded in 2008 by Michelle Daniells, the company has grown to supply its range of treats to Morrisons, Waitrose, Ocado, Amazon and The Little Chef.
David Elliott and Simon Paterson have been appointed joint administrators for the firm. And Elliott – who praised Daniells' efforts in growing the company over recent years - explained he remains optimistic a buyer for the brand will be found.
He said: “People with a lot of experience in this industry have recognised the excellent job Daniells has done to get the company to where it is in the time period so we are hopeful a buyer will be found.
“At the moment we are still trading as normal – we are still supplying customers while seeking a buyer for the business.”
Daniells was inspired to create the company after struggling to find a healthy snack for her own son.
After working with a panel of mums and children’s nutrition experts, Daniells developed her Munchcup food range.
In February this year Benjoy Nutrition unveiled former CEO of The Juice Doctor and co-founder of Plum Baby, Paddy Willis, as its CEO.
By Andy Pearce