Partnership aims to transform UK guacamole brand into the world’s number one avocado brand
UK dip brand Holy Moly has secured new investment and entered into a partnership with global avocado supplier Westfalia Fruit, as the business sets its sights on becoming the world’s number one avocado brand.
The deal is expected to accelerate Holy Moly’s international growth by providing access to a global sourcing network and international infrastructure.
According to The Grocer, the investment firm HMF SPV has acquired a significant stake in the business for an unknown sum, enabling Holy Moly co-founder Gaz Booth to exit the company.
Fellow co-founder Tom Walker will continue to lead the brand alongside managing director Peter Oden as the business embarks on its next phase of growth.
Now the second-biggest dips brand in the UK, Holy Moly has built its reputation for its all-natural dips and sells a range of guacamole in all major supermarkets, turning over £13 million in its latest financial year.
“Ten years ago we set out to prove that the dip category could be much better than it was, and that it deserved a proper brand built around quality, taste and real food values,” Walker told The Grocer.
“I’m incredibly proud of Holy Moly’s success to date, but we always knew the UK was just the beginning. Collaborating with Westfalia Fruit gives us stronger grower relationships and the reach to take Holy Moly around the world.”
According to filings at Companies House, Westfalia Fruit group CEO Chris Bush has also joined the Holy Moly board following the deal, alongside group CFO Rian Du Toit and chief growth and strategy officer Pauina Criticos.
For Westfalia Fruit, the partnership aligns with its broader strategy of strengthening consumer-facing brands. Wim Destoop, former global chief customer officer of Westfalia, told FPJ in March 2026 that the brand is investing more heavily in understanding avocado consumers and shoppers to create growth plans tailored to individual retail partners.
