Leon co-founder John Vincent buys back the business from Asda

Leon co-founder John Vincent has bought back the healthy fast food chain from Asda with the aim of returning it “to its core values”.

Vincent, who launched Leon with healthy food campaigner Henry Dimbleby and chef Allegra McEvedy in 2004, sold the business to the billionaire Issa brothers behind petrol forecourt company EG Group for a reported £100m in 2021.

The ownership then transferred to sister business Asda two years later as part of a £2b deal designed to ease EG Group’s debt pile.

However, Leon has since faced criticism for appearing to drop its original healthy ethos in favour of higher calorie menu items such as burgers, chicken nuggets and cookies.

Earlier this month, Dimbleby told The Telegraph 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”.

Leon’s 71 restaurants have now returned to Vincent’s ownership. Terms of the transaction were not disclosed.

Vincent said: “Today I have bought back Leon. For 17 years, it was the greatest gift to build a company dedicated to helping people enjoy Naturally Fast Food. My time away from Leon has given me new perspectives – and I’m excited by what we can achieve for people this time round. There will likely be some big decisions ahead, but first we need to take a good look under the bonnet.

“First and foremost, we have to focus on the basic Leon promise of the best fast food served with the biggest welcome. If you are a Leon guest, I want you to know we are on the case. We will now get on with dedicating ourselves to your enjoyment and to your health.

“I would like to thank Asda and TDR for their stewardship of Leon and for their conduct in this deal. 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.”

An Asda spokesperson said: “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."

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