East End Foods
East End Foods is an Asian food company based in West Bromwich, England part of the Vibrant Foods Group. It was founded in 1972 by the Wouhra Brothers who sold the company in 2019. It has grown to be one of the largest Asian food companies in the United Kingdom and is now under the Vibrant Foods umbrella alongside brands; Cofresh, TRS and Everest Dairies. The company is now owned by Private Equity company Exponent. Its former cash and carries are now a totally separate business and no longer associated with the brand trading under the banner  “East End Wholesale Stores” which was bought back by one of the original founding families. History. East End Foods was formed in 1972 in Wolverhampton, England, by the 5 Wouhra Brothers, Sikhs who were originally from New Delhi, India. Having been established in Wolverhampton it has since moved on through the West Midlands conurbation into Birmingham. In 2006 it opened the largest rice mill in Europe, with the dedication officiated by Environment Secretary David Miliband. After the closing down of the old HP Sauce site in 2007, which is situated in Aston, Birmingham, East End Foods purchased it and built  a new cash & carry. This is now no longer associated and was sold back to one of the founding families in 2020. In November 2019 the company was sold to Exponent Private Equity. It is now part of Vibrant Foods.