Asda has sold Leon back to its co-founder John Vincent, ending four turbulent years of ownership under the Issa brothers in which the once health-focused fast food chain was accused of losing its identity.
The deal, which includes 46 company-owned restaurants and 25 franchise locations, comes amid growing criticism that Leon has strayed from its core principles of “natural fast food” and instead focused on higher-calorie, processed products.
Vincent, who founded the chain in 2004 with food activist Henry Dimbleby, said he plans to take a “close look under the hood” before making any major decisions about the company’s direction.
“If you are a Leon guest, I want you to know that we are on the case,” Vincent said. “Now we dedicate ourselves to your enjoyment and your health.”
Although financial terms were not disclosed, industry sources suggest Vincent bought the company at a significant discount to the £100m it fetched when it was taken over by the Issa brothers’ EG Group in 2021.
The sale brings Leon full circle, which the Issas initially bought through EG Group, their petrol station empire, before transferring it to Asda in 2023 to help reduce EG’s multi-billion dollar debt load.
The brothers’ control of Leon – and their subsequent integration into Asda’s operations – drew increasing criticism from health campaigners and industry insiders, who said the brand had abandoned its “natural fast food” ethos.
In early October, co-founder Henry Dimbleby accused Asda of “destroying” the brand, pointing to menu changes such as burgers, nuggets, fries, biscuits and cakes that replaced Leon’s previous focus on nutritious options.
“I know how easy it is to be seduced into choosing what’s tasty – the sugar, the salt, the cheap,” Dimbleby told The Telegraph. “But in the long run it will destroy the brand.”
Under Asda, Leon also expanded into supermarket retailing of frozen and microwaveable meals and launched hundreds of branded coffee stations across the UK – a strategy that aimed to boost revenue but, critics said, diluted its premium, health-first image.
Leon’s latest financial statements show revenue fell from £64.9m in 2023 to £62.5m in 2024, reflecting weak consumer confidence and a loss of brand loyalty among its core customers.
The slowdown, coupled with the reputational damage, sparked speculation that Asda was preparing to sell the business. For Vincent, the buyback offers a chance to regain Leon’s original goal – “food that tastes good and does good.”
“We will take time to listen to our guests and our teams and make decisions that stay true to Leon’s mission,” Vincent said after the deal.
An Asda spokesman thanked Leon employees for their “contribution and hard work” over the last two years and said: “We wish them all the best as they move forward under the new ownership.”
For Asda, the sale simplifies its portfolio as it focuses on debt reduction and supermarket integration following the leveraged takeover by the Issa brothers.
For Leon it’s a second chance. Once hailed as Britain’s answer to healthy fast food, the brand now faces the challenge of regaining consumer trust and cementing its place on the high street.
With Vincent back at the helm, industry observers say Leon’s comeback story may hinge on whether the company can balance its original healthy ethos with commercial reality – and prove that fast food can still be good food.
