The company currently has more than 70 branches across the UK and employs 1,120 staff.
Last month, Leon was sold back to one of its co-founders, John Vincent, at a steep discount by Asda.
Although the terms of the deal were not disclosed by the two firms, The Times reported that Vincent paid the supermarket between £30million and £50million.
This was substantially less than the £100million that the billionaire Issa brothers, Mohsin and Zuber, paid to buy it in 2021.
Leon has grappled with falling sales recently and complained of a ‘challenging’ economy in its latest accounts.
Leon founder John Vincent says the chain has “lost its leadership in food” as he buys it back from Asda & vows a reset: healthier menu, stronger culture, better in-store experience.
UK Food Council: can mission-led brands really return to health over hype?#Leon #UKFoodCouncil pic.twitter.com/GilmJUjToD— UK Food Council (@FoodCouncil) November 25, 2025
Vincent said: “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.”
One of its other co-founders, Henry Dimbleby, had criticised Asda’s stewardship of the brand.
He said the owners of Asda are destroying Leon by ditching its healthy ethos in favour of junk food, the group’s co-founder claimed.
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In October, he accused the business of straying from its ethos of healthy and convenient food.
He told The Telegraph: “What they’ve gone to here is they’ve realised chips sell, air fryers sell – that’s the cheapest way to make money.
“But in the long-term, that’s going to destroy the brand.”
Leon is renowned for selling “naturally fast food” inspired by Mediterranean flavours.
These include rice boxes (like Aioli Chicken, Korean BBQ), wraps (Halloumi, Korean Chicken), better burgers, salads, sides (Baked Fries), breakfast items (muffins, porridge), and gluten-free/vegan options, focusing on fresh, whole ingredients for various tastes and dietary needs.
