Yorkshire-based, Lancashire-owned Asda has agreed to sell “healthy” fast-food chain Leon back to its co-founder, John Vincent, for an undisclosed sum.
The sale marks the brand’s return to independent ownership four years after it was acquired by the Issa brothers’ Blackburn HQ’d EG Group, and two years after EG moved it under the Asda umbrella.
The deal includes 46 Leon restaurants, 20 UK franchises, and overseas sites including three in the Netherlands and one in Italy.
Around 1,120 staff are expected to transfer to the new business, and although Asda did not disclose the sale price, industry insiders suggest the transaction could be worth between £30m and £50m, a steep discount on the £100m EG paid for Leon in 2021.
In a statement, the supermarket giant said the sale “reflects its strategic focus on strengthening core retail operations,” which include supermarkets, cafés, pharmacy, optical and fuel services.
The grocer added that food service remains an important part of its offer, with more than 300 branded outlets across its estate, including Greggs, Starbucks, Costa Coffee, Subway, Burger King and McDonald’s.
The move brings an end to Leon’s brief stint within the Asda and EG Group portfolios, signalling a refocus for both sides — Asda on its supermarket operations, and Leon on rediscovering the healthier, fast-casual identity that first defined its brand.
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An Asda spokesperson added: “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.”
Vincent founded Leon in 2004 alongside Henry Dimbleby and chef Allegra McEvedy, positioning the chain as a “natural fast food” brand serving healthier, made-fresh options.
After its sale to EG Group, Leon was brought under Asda’s ownership in 2023 as part of the Issa brothers’ wider retail integration strategy.
The reacquisition follows recent criticism from Dimbleby, who told The Telegraph that Leon risked being “destroyed” under Asda’s ownership after pivoting towards cheaper, less healthy fast food items such as burgers and fries. The co-founder added: “I know how easy it is to be sucked down into just going for the thing that’s tasty, the sugar, the salt, something that’s cheap. What they’ve gone to here is they’ve realised chips sell, air fryers sell – that’s the cheapest way to make money.”
Vincent said following the deal that “big decisions” are to come about the chain’s direction. He added: “If you are a Leon guest, we are on the case. We will now get on with dedicating ourselves to your enjoyment and to your health.”
Leon reported a slight drop in revenues to £62.5m for 2024, down from £64.9m the previous year.
