Kitwave Wholesale Group completed the acquisition of Staffordshire-based First Choice Foodservice Ltd from the Ainger family on 2 October 2026, expanding its UK foodservice distribution operations. Financial terms of the transaction were not disclosed.
Founded in 1988 and based in Burton upon Trent, First Choice supplies restaurants, pubs, hotels, cafés, residential homes, schools, universities and sports centres across the Midlands. The company developed from a traditional cash-and-carry business into a delivered foodservice supplier under managing director Steve Ainger, who succeeded his father, Eddie Ainger.
First Choice joins Kitwave's foodservice division alongside Creed Foodservice, Total Foodservice, West Country, Fife Creamery and Charles Saunders Foodservice. The acquired business will continue trading under the First Choice Foodservice brand and retain its membership of the Country Range Group.
Its existing depot, operations, sales and head office teams will remain unchanged. Steve Ainger will continue as managing director, with Sophie Ainger remaining marketing manager and Michael Ainger continuing to support purchasing activities.
Founded in 1987, Kitwave serves more than 42,000 customers through 39 depots. Its wholesale operations cover foodservice, grocery, frozen, chilled and fresh food distribution. The group was delisted from London's AIM market in March 2026.
Buyer / Parties: Kitwave Wholesale Group; selling shareholders from the Ainger family
Target: First Choice Foodservice Ltd
Sector: Foodservice distribution and wholesale
Deal type: Completed acquisition
Value: Undisclosed
Geography: United Kingdom — Burton upon Trent, Staffordshire
Identified advisers: Muckle LLP, KPMG, Flint Bishop and Dains LLP
The acquisition adds an established Midlands foodservice supplier to Kitwave's UK distribution network, extending a portfolio built through organic growth and acquisitions of predominantly family-owned wholesale businesses. First Choice brings an existing customer base across hospitality, education and institutional catering. Its continued operation under the First Choice brand, with existing management and teams retained, maintains the business's established operating structure within Kitwave's wider foodservice division.
Buyer – Kitwave Wholesale Group: Muckle LLP and KPMG advised Kitwave on the acquisition. The supplied sources do not specify their individual advisory mandates.
Seller – First Choice Foodservice shareholders: Flint Bishop acted as legal adviser to the selling shareholders, including Steve Ainger, Nick Grantham and Wahida Ainger. Its corporate team was led by partner Martyn Brierley.
Dains LLP provided accounting and tax advice to the selling shareholders, with Roy Farmer, Rebecca Jones and Kam Atwal identified as members of its advisory team.
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