At Country Range Group’s recent conference, CEO Martin Ward reiterated the organisation’s ambition to
Technology specialists STL, TWC and Oporteo explain how their expertise can help wholesalers improve their business operations and identify growth opportunities.
Price-Marked Packs
PMPs continue to be important in offering shoppers price reassurance, and suppliers are responding with packs that meet these needs and retailers’ margin requirements. RTDs
Flavour trends, price point and premiumisation are influencing product developments in the ready-to-drink alcohol category.
Managing
Publishing
Media
Tom Gittins to replace Dawood Pervez as FWD chairman.
Kitwave revises expectations
Kitwave Group has announced a 26.7% rise in revenues (3.1% like-for-like) to £376.2 million for the six months ended 30 April 2025.
Consolidated gross margin was up by 1.1% to 22.6%, while adjusted operating profit increased by 21.9% to £13.2 million.
Kitwave reported that its retail and wholesale division slightly outperformed expectations (like-for-like revenue +3.1%).
Its integration of Creed Foodservice is ahead of timetable, with full benefits to be realised over the next two years. In addition, its operational integration of Total Foodservice with Miller Foodservice is on track and expected to be completed by the end of the financial year.
Recent acquisitions and investment have increased the scale of the group’s UK footprint. In particular, the addition of Creed has created a fully integrated national delivery network to support long-term growth and
Ben Maxted: ‘We are pleased with the solid progress made.’
achieve the optimal and most efficient cost to serve.
Kitwave took the decision to incur some additional operational investment in the new South West distribution centre. It reported that these costs were higher than expected to maintain service levels as the business transitioned from three separate locations into a single 80,000 sq ft distribution centre.
The combined effect of recent lower than expected foodservice consumption,
continued investment in the South West, and the employer National Insurance cost increases has resulted in the group’s directors revising their expectations for the financial performance during the current financial year. The group now expects FY25 adjusted operating profit to be in the range of £38 million to £40.5 million.
Ben Maxted, CEO of Kitwave, said: “ Whilst we have navigated some operational changes, particularly
the transition to a new, larger depot in the South West and the integration of multiple businesses, we are pleased with the solid progress made and the underlying strength of our group.”
He added: “The group has a strong balance sheet with a highly cash generative business model. This is expected to lead to a reduction in absolute debt and continued reduction in leverage that will create capacity to reinvest in service-led growth initiatives.
“This financial strength provides the flexibility and resilience to continue pursuing our buy-and-build strategy, which we believe remains the right path forward in the current market landscape, albeit currently no acquisitions are expected during the remainder of the financial year.
“As we look ahead, we remain confident in our longterm outlook and our ability to deliver sustained value for all stakeholders.”
Venus boosts regional presence with fifth depot
Venus Wine and Spirit Merchants, which was acquired by Booker in June 2024, opened its fifth distribution centre on 14 July.
The 13,500 sq ft site in Kingswinford, West Midlands, will enable Venus to deliver premium wines, spirits, beers and beverages to hospitality customers across the region. A total of 12 new members of staff, including three account managers, have been recruited to work from the branch.
The Venus depot is positioned within the existing Booker site on the Pensnett
Estate in Kingswinford, and its development follows the opening of a depot in Eccles earlier this year.
Neil Jewsbury, MD of
Venus Wine and Spirit Merchants, said: “It’s a real pleasure to see this opening come to fruition as the new depot allows us to scale up
our offering and expand our footprint across the West Midlands region. It’s a strong addition to our network and we know there’s huge potential in the region thanks to its lively hospitality scene.”
Andrew Yaxley, CEO at Booker, added: “Since we acquired Venus, we’ve set out ambitious growth targets and one year on, we’re already showing signs of success within the drinks space.
“With Venus, Booker is able to offer an unmatched food and alcohol proposition, with over 3,000 wines, beers and spirits in our portfolio.”
RD Johns takes over Cooper Foods
RD Johns Foodservice has announced its acquisition of Cooper Foods, a foodservice wholesaler based in Andover, Hampshire.
Established in 1986 by Mark and Will Cooper, Cooper Foods is a family-run wholesaler serving independent pubs, restaurants and caterers across central southern England.
A spokesperson for RD Johns, which has depots in Kingsteignton in Devon and Midsomer Norton in Somerset, said: “This strategic acquisition marks an exciting step forward for RD Johns as we continue to strengthen our capabilities and extend our reach across the home counties and into outer London.
“Cooper Foods brings with it a wealth of experience, particularly in fresh
butchery, fresh fish, and foodservice produce – areas that perfectly complement
Filshill strengthens team
JW Filshill has appointed Laura Price as regional development manager for the north-east of England.
Price (pictured) joins the business having previously worked for companies including Camelot and Red Bull and, most recently, Rainbow Designs, a UK licensed toy manufacturer.
She reports to Shirley Ruane, Filshill’s sales manager for the west of Scotland and
northern England.
Filshill and its KeyStore symbol group have been ranked top among UK wholesalers and convenience symbol groups for the 15th year in succession in a survey by The Advantage Group.
The 2025 ‘Best in Class WCS – All Wholesale and Wholesaler Fascia’ survey asked suppliers UK-wide to rate a set of wholesalers and symbol groups across several
categories, ranging from category development and ease of doing business to supply chain management and execution of promotional and marketing plans.
Researchers also asked suppliers to mark Filshill and KeyStore on their approach to sustainability, partnership, vision and reputation. Submissions were anonymous.
Chris Miller, Filshill’s chief commercial officer, said: “The survey placed us in the top tier – which reaffirms that our strategy, over many years, of working in partnership with our suppliers is the right one.
“Sharing the insight and data that we gather from our advanced supply chain technology with our suppliers and always having an honest dialogue with them is the only way to achieve mutual growth and profitability.”
our existing strengths.
“By bringing our two teams together, we are unlocking new opportunities to enhance our service offering, broaden our product range, and better support our customers – both new and existing. This is more than just a business move; it’s a strategic move based on shared values and a common vision for excellence, innovation and growth.”
The spokesperson concluded: “We’re confident that this acquisition will foster even greater success for our customers, employees, and suppliers. We look forward to the journey ahead and the continued support of our dedicated teams, loyal customers and valued partners.”
Jet Set promo
James Hall & Co is offering customers the chance to win a £10,000 holiday in its ‘Jet Set Jackpot’ campaign in SPAR stores in the North of England.
Running from 3 July to 13 August, the promotion features a total pool of over 250,000 instant rewards, including big brand products from 23 key suppliers.
Customers can sign up to play for free at SPARjackpot.co.uk and have a chance to win an instant reward through the main game. After playing the main game for three days, this opens a bonus game where customers spin a wheel to win a guaranteed prize.
Left to right: Will and Mark Cooper of Cooper Foods with RD Johns Foodservice’s Andrew Johns.
Sandea acquires FMCG wholesaler
Sandea Wholesale has acquired Swastik International (UK), a wholesaler in the fast-moving consumer goods (FMCG) sector.
Although Swastik’s depot in Harrow, London, is not part of the acquisition, Sandea is planning to move to a new, larger warehouse in Harrow in August, with a grand opening scheduled to take place at the end of September.
The spices segment of Swastik’s business, which trades as Exotic Blends, is not part of Sandea’s acquisition either, and continues to operate as usual.
Meanwhile, Sugro member Sandea will integrate the Swastik operation into its existing warehouse in Harrow, with a focus on ensuring a seamless transition for customers, suppliers and employees. Swastik’s six employees are being brought into the operations of
Sandea, with the aim of providing continuity of service.
The unified business will operate under the Sandea Wholesale name and will offer an expanded product portfolio, enhanced logistical capabilities, and a deepened commitment to service excellence and customer satisfaction.
Swastik International (UK) was established in 2011 by Mahesh Shah as a spice
Open for entries
Entries are now open for the FWD Gold Medal Awards 2025, which honour excellence across a wide range of categories – from Best New Retail Product and Sustainable Supplier to Best Foodservice Wholesaler and individual awards.
selected by a panel of industry professionals.
In previous years, awards for suppliers have been nominated and voted on exclusively by the FWD’s wholesale members, but this year supplier members will be able to nominate their own brands and people for recognition, with winners
Nominations are open until 12 September, and the awards dinner will take place at Old Billingsgate, London, on 27 November.
In other news, the FWD has announced that Tom Gittins, joint managing director of The Wholesale Group, will become its new chairman from 1 January 2026.
Gittins will succeed Bestway Wholesale’s MD Dawood Pervez, who has served a three-year term as FWD chairman.
trading hub. It has since grown to offer a broad range of FMCG products. While Swastik has primarily focused on food and beverage products, Sandea offers an extended portfolio that includes cosmetics, toiletries, frozen goods, and over-the-counter products.
This integration allows Sandea to expand its value proposition and serve a broader customer base
under a unified brand.
Although Shah will be retiring from his former role, he will remain on the management team, providing valuable guidance through his extensive experience.
Sanjeet Manek, director at Sandea Wholesale, commented: “This acquisition represents an exciting new chapter for both companies. Swastik International has built a strong reputation and loyal customer base. We are thrilled to welcome their team into the Sandea family. Together, we are better positioned to meet the evolving needs of our customers and accelerate our growth plans across the UK and beyond.”
The acquisition is a strategic step in Sandea Wholesale’s long-term vision to increase market presence and deliver added value through innovation, operational efficiency, and bigger geographic reach.
Pre-order exclusives
Booker has launched a new Christmas offer for chefs and caterers – with 85 starters, mains, desserts, cheeses and accompaniments available exclusively for preorder for the first time.
The wholesaler’s 2025 Christmas guide features ingredients and menu ideas.
For pre-orders, a dedicated portal is open until 30 September, and 85 lines will not be available in branches.
A broader selection of festive favourites, accompaniments, sides, vegetables, sauces and gravies will land in Booker branches in September, while products such as butter and cream will be available from November.
Mark Suddaby, Booker’s director of trading for fresh foods, said: “This is the first time we’re offering a preorder range and our focus is squarely on our catering and hospitality customers.”
Maximum sales bonus awarded
Employee-owned wholesaler Parfetts is awarding its workforce the maximum 4% sales bonus following a record-breaking year in which turnover increased to £733 million from £696 million in 2024.
The business has boosted turnover by 93% over the past six years, and its symbol group now supports over 1,650 retailers across the UK, from Portsmouth to Lockerbie. More than 300 new stores are expected to join in the new financial year.
Along with sustained
growth in Birmingham and the successful launch of initiatives such as its Shop & Go and The Local fascias, the company will open a new depot in Southampton later this year.
Parfetts continues to focus on delivering value to independent retailers through a twin strategy of own-label development and promotions that drive sales and deliver exceptional margins for customers. It now has over 200 own-label lines.
“Our people are the heartbeat of Parfetts,” said joint
MD Guy Swindell. “It’s their hard work, passion and commitment that fuels our growth. The employee ownership model gives us a powerful platform to reward that effort, attract great talent and deliver the best service to our retailers.”
The sales bonus comes in addition to a 12% profit share bonus paid last year, with another profit share distribution planned for later in 2025.
Parfetts expects its turnover to surpass £1 billion in the next three years.
The wholesaler hosted its largest promotional event of the year, from 6 to 12 July across all eight of its UK depots.
This was the fourth year of Parfest, which combines promotional deals with music, food, competitions and a festival atmosphere.
This year’s event was the largest to date, with more than 1,000 deals, over 500 brand activations and a record footfall of over 12,000 retailers.
New range of hot beverages
Brakes has launched a range of hot beverages under Sysco’s new Citavo brand.
Working in partnership with Cafédirect, the range is led by a selection of premium roast and ground coffee beans. The blend of rich, fullbodied Fairtrade Arabica and Robusta beans is backed up by instant coffee available in both tins and sticks.
Complementing the coffee is a blend of golden tea. It features Kenyan tea for strength, Assam tea for body, and Rwandan tea for a zesty finish.
The range also includes hot chocolate options, from instant powders to pure cocoa. Following the initial
launch, the range will extend to herbal teas, decaffeinated options and sugar sticks over the next year.
‘Forward looking’
SPAR South West showcased its continued growth and ambition at its 2025 Tradeshow & Conference, held recently in Torquay.
There were over 140 independent SPAR retailers in attendance and more than 100 supplier stands hosted by regional wholesaler Appleby Westward.
With the theme ‘RIO –Retail, Investment, Opportunity’, the conference highlighted SPAR South West’s forward-looking strategy and ambition across its network.
At the event, a new ‘Every Day Low Price’ quarterly promotional campaign was launched. Wholesale costs will be reduced on around 100 lines across all categories, and these prices will be held for 12 weeks, with the range evolving seasonally.
Mike Boardman, managing director of Appleby Westward, emphasised that it was ‘business as usual’ in response to the news that Appleby Westward is up for sale by its South African owner SPAR Group (SPPJ.J), with AF Blakemore tipped to be the buyer.
He told delegates that the sale process would take months to complete and that the business remains committed to customers, SPAR retailers and suppliers during this transition.
Events like Parfest have contributed to substantial growth.
Turnover up but profit down
Henderson Group has posted a turnover of £1.389 billion for 2024, an increase of 3.8% on 2023.
Profit before tax for 2024 was £63 million, approximately £6 million lower than in 2023, largely due to the group’s strategic investment in wholesale and retail pricing, as well as continued investment in staff remuneration plus other initiatives designed to improve colleague engagement.
The rise in turnover has been driven by a solid likefor-like performance in both independent and companyowned stores, supported by investments throughout the company’s retail estate.
Henderson Group also attributes the increase in turnover to its continuous focus on customer service, as well as more frequent missions by shoppers who wish to minimise waste. In addition, warehouse facilities,
‘A
strong stock availability and investment in wholesale pricing make the company an attractive wholesale partner.
Henderson Foodservice, which supplies over 4,500 customers across the island of Ireland, achieved growth of 10.8% to £250 million, thanks to several exclusive new contracts.
The company’s retail coffee-to-go brand experienced significant growth and now has over 800 Barista units in
great success’
NBC’s first-ever conference – held last month in Prague –received ‘a tremendous reception’ from both members and suppliers, and NBC’s MD David Lunt said it was a great success.
Delegates were told that NBC acts as a consortium – it achieves more than any individual member could alone.
In addition, NBC and NDN provide a network. Members get access to brands at competitive prices and realistic quantities.
Suppliers get access to members through one contact point – their brands get to consumers through a safe and flexible supply chain with reduced credit risk exposure, centralised order to cash facilities, and centralised bulk purchasing.
In this way, the group operates as a fully integrated business for members and suppliers.
Through a combination of messaging techniques such as NBC Express, NDN Offers and the NBC Toolkit, the group now provides more than 7.5 million message opportunities to over 45,000 outlets every year on behalf of suppliers’ brands.
620 retail sites across the UK.
In total, the group invested over £26 million across new and existing retail and property locations in 2024, while also renewing its partnership with Maxol to continue to supply 30 Henderson Retail operated service stations with branded fuel, with Henderson Wholesale continuing to supply Maxol’s company-owned service stations under the SPAR brand for the next five years
on an exclusive basis.
Henderson Retail opened five EUROSPAR supermarkets in 2024, and the year ended with the company operating 110 SPAR and EUROSPAR stores in Northern Ireland.
Neil Gamble, chief financial officer at Henderson Group, said: “The directors continued to invest in retail and wholesaling prices to deliver better value for both retailers and shoppers, while our store refit, development and new openings, logistics, IT infrastructure and people development investments built a good foundation for future sustainable growth, which we are maintaining at a satisfactory level of profit so far in 2025.
“We are encouraged by the volume growth that we have experienced in 2025 reflecting growing popularity with the consumer for our proposition.”
Sterling signing
Preston-based Thomas Moss has joined Sterling Supergroup.
Thomas Moss was established in 1956 and supplies fruit, vegetables, prepared vegetables, and ambient, frozen and dairy products to customers in the north west of England six days a week.
After working alongside Moss for many years, Tony Morawski took over the business in 2004. Year on year the business has grown, and it recently moved into larger purpose-built premises in Goosnargh, Preston.
Thomas Moss is committed to establishing a strong presence within Sterling Supergroup by introducing a wide range of products from the Sterling Caterers Essentials range.
Daniel Larkin, chief commercial officer of Sterling Supergroup, said: “We are delighted to welcome Thomas Moss to the Sterling Supergroup community. As an innovative and future-oriented company, they bring strong potential.
“At Sterling Supergroup, we are committed to a collaborative partnership, providing the tools and support they need to drive growth and achieve their business goals.”
Neil Gamble: ‘The directors continued to invest in prices.’
OLD FRIEND NEW VIBES
Star-studded tribute to Sir Anwar
Bestway Group welcomed 800 guests to the Royal Albert Hall on 10 July to celebrate Bestway’s 50th anniversary and pay tribute to its founder, Sir Anwar Pervez OBE, H Pk, who built a business empire that today employs over 50,000 people worldwide.
“His is a story of grit, vision and purpose,” said Lord Zameer Choudrey CBE SI (Pk), chairman of Bestway Group and nephew of Sir Anwar in his welcome speech. “From a remote village in rural Pakistan to the founding of Bestway in 1976, Sir
Caterforce recruit
Woods Foodservice has signed up to Caterforce.
The former Confex member will officially join the group on 1 August, further strengthening Caterforce’s reach and influence across the UK’s foodservice sector and bringing its turnover to more than £900 million.
The Uxbridge-based family-run wholesaler has traded independently since the 1960s. It supplies premium products to high-end hospitality venues in major cities including London, Brighton, Birmingham and Manchester.
Darren Labbett, managing director of Woods Foodservice, said: “Caterforce has an excellent knowledge of the hospitality market and we are proud to be joining such
a well-respected foodservice buying group. We have ambitious growth targets and are eager to harness Caterforce’s buying expertise to strengthen our position and enhance our product offering to customers.”
Gary Mullineux, managing director of Caterforce, added: “Woods Foodservice is the perfect addition to our membership. Being well established in central London, they provide Caterforce with complete national coverage.
“Forward-thinking and progressive, they align perfectly with our vision, and we’re thrilled they have chosen Caterforce to support them in their next phase of development.”
Anwar’s journey is not just one of commercial success but of social upliftment, community investment, and philanthropy. It is our privilege to celebrate him and the 50 years of impact he has inspired.”
The evening’s programme captured the spirit of the occasion. Highlights included performances by singers Katherine Jenkins OBE and Rahat Fateh Ali Khan.
Former Prime Minister David Cameron paid tribute to Sir Anwar’s lifelong values
of enterprise, generosity and service, calling him “a true British success story whose influence spans continents and generations”.
Sir Anwar Pervez OBE was honoured on his 90th birthday by HRH King Charles and Queen Camilla. He joined their Majesties for tea at the Royal Box at the Royal Ascot Races. That followed a cross-party event at Parliament, where current and former members came together to celebrate Sir Anwar’s life.
Williams to retire
After 50 years of working in the food and drink sector, Martin Williams has announced that he will be retiring.
He will step down from his current roles as co-chair of The Wholesale Group at the end of July and as associate director of FWD at the end of the year.
“I have worked in the food and drink sector for my entire career, and consider 50 years a personal achievement that I’m incredibly proud of,” said Williams (pictured). “Of that half century, 42 years have been spent in wholesale, and what a wonderful world it is.
“But, as we all know, good things must come to an end and now, in this milestone year, it feels the right time to step back from my daily involvement in wholesale as I intend to embrace retirement with my patient family and three grandchildren.”
During his career, Williams has held numerous roles, including 16 years as managing director of Landmark Wholesale. He was
chairman of Confex for seven years before becoming cochair of The Wholesale Group when it was launched in January 2025. He joined FWD in 2018 as associate director following his position as FWD chair for the previous three years.
“Stepping away from both of these fantastic roles has been an incredibly difficult decision,” said Williams. “Both organisations do such amazing work and make such a difference. It has been a pleasure and a privilege to work with them and their teams and support their growth, and I look forward to watching their continued success.”
Left to right: Lord Zameer Choudrey, Sir Anwar Pervez and Lord David Cameron.
‘Future of foodservice is bright’
Country Range Group’s annual trade exhibition and conference welcomed 500 delegates to Belfast where innovation, insight and a group progress report were on the menu.
More than £4.3 million in orders was placed with over 100 foodservice exhibitors at Country Range Group’s annual trade exhibition and conference, held recently in Belfast.
Run for over 25 years, the event forms a key part of CRG’s calendar and took place outside mainland UK for the first time since its inception, with Belfast’s ICC and Titanic Belfast playing host to 500 delegates.
The main theme of the event was ‘Focused on Foodservice’. Both large and small suppliers showcased more than 1,000 products specifically for chefs and caterers across the foodservice spectrum, with a host of live demonstrations, on-trend ingredients and samples from around the world.
The Country Range stand featured a chef’s table experience inspired by the grandeur of the Titanic and provided a backdrop for the group to present its latest own-brand products.
The focus of the stand was the finale of the Signature by Country Range competition. This initiative invited every member wholesaler to contribute their own signature recipe, and Caramelised Apple Crumble Pizza from Joseph Oliver of Creed Foodservice was crowned Signature Champion.
Meanwhile, the Winter Wonderland
display captured the magic of the approaching festive season, showcasing the group-supported Christmas 2025 product range.
At the conference, CRG’s chief executive Martin Ward updated delegates on the scale of the group, which is now serving more than 44,000 customers a month with over 250,000 deliveries. Ward also reiterated the group’s ambition to achieve £1.5 billion turnover by 2028.
Furthermore, he provided a progress report on the launch of the Authenticate platform, which is delivering improved operational efficiencies and enhanced supply chain visibility for CRG members.
He also spoke about Country Range’s position as headline sponsor of the 2025/2026 Springboard FutureChef competition, building on the success of the Country Range Student Chef Challenge to support emerging culinary talent.
In a difference to previous years, conference attendees were provided with a market update by TWC’s Tanya Pepin, a member panel discussing the Future of Foodservice, and a Belfastfocused panel including Northern Irish
politician Micky Murray, Belfast hospitality operator Michael Stewart, and Northern Irish chef and writer Paula McIntyre MBE.
The venue for this year’s ‘An Evening with CRG’ member and supplier awards evening was also announced – the event will take place at the National Portrait Gallery in London on 11 December.
After the exhibition and conference, guests were treated to an evening of entertainment at Titanic Belfast, where a charity raffle raised over £7,000 for The Natasha Allergy Research Foundation and the Mines Advisory Group. All of the surplus stock and samples from the day were donated to FareShare to be distributed to local frontline charities and community groups.
Ward commented: “This year’s event in Belfast has been nothing short of spectacular. From the incredible energy on the exhibition floor to the insightful panels and dazzling gala dinner, it was a truly unforgettable occasion.
“The enthusiasm and innovation on display show just how bright the future of foodservice is – and we’re proud to be right at the heart of it.”
Chief executive Martin Ward (centre) with members of CRG’s team in Belfast.
Richard Ellison, own-brand manager, The Wholesale Group
Perfection is a goal
What have been your biggest achievements in work and outside work?
During my previous role at Fairway Foodservice, I was very pleased with how our event calendar went from strength to strength. Our product review event changed to a more engaging, diverse event with one-to-one business meetings, and I created an ownbrand event which purely focused on the product range and support available – this was very well received.
I have also been part of a very talented and creative marketing team that has evolved considerably. Being part of that has been very satisfying.
Who has been the biggest inspiration to you?
Work colleagues past and present, and my family, inspire me the most. I believe that being around good people makes you a stronger, more rounded person.
What were your ambitions when you were growing up?
I lived near Leeds Bradford Airport as a child and would watch the planes obsessively from our loft window – we had a great view of the runway! Unsurprisingly, being a pilot was my ambition, but as I got older that faded,
plus I am a nervous flyer!
Throughout my teen years I wanted to be a sports journalist as writing news pieces and articles about football and other sports appealed, but I probably wouldn’t have viewed that as a job, more of a hobby.
What are your interests outside work?
I am a season ticket holder at Bradford City, although when I tell people this they usually ask who they are and what division they are in! My teenage son loves a game of darts and he’s now good enough to enter local tournaments so I find myself driving around Yorkshire to support him, which I guess makes this an interest of mine too! I also love city breaks – me and my partner Lisa often disappear around the UK when we are child free.
How would you describe your personality?
I can be very determined when I give something my sole focus and I can become quite obsessive when working on projects. I do suffer from OCD, but I am not sure if that is to my detriment or if it helps as I like things to be as perfect as possible. There is something very satisfying about finishing a job or project
you have put 100% into. In terms of business, I think honesty, transparency and communication are key to developing good relationships.
What is your favourite film, book and song/piece of music?
I am a bit of a film buff, and one film I would advise everyone to watch is The Departed. It has a great cast, superb plot and is directed by the genius that is Martin Scorsese. I don’t read too many books, but Coral Rose [co-chair of The Wholesale Group] recommended Blame My Brain: The Amazing Teenage Brain Revealed by Nicola Morgan. I understand my son far better than I did a year ago! As for music, I was brought up on punk and rock by my dad, so anything by The Sex Pistols, The Clash and The Cult.
If you won a holiday, where would you go and who would you take with you?
I would take Lisa to Africa and the Serengeti. The idea of a safari tour piques my interest as I find nature fascinating.
What would people be surprised to know about you?
I was on RAC flyers and billboard advertisements in the ’80s. I did a photoshoot beside a broken-down vehicle with people who played my mum, dad and sister. That’s some claim to fame! CCM
Marketing base
After studying Advertising & Media at North East Lincolnshire University, Richard Ellison became a videographer, filming weddings. He then went to work in field sales at ARC Media in 2003 before joining Fairway Foodservice as marketing assistant in 2005. He was promoted to marketing & events manager, which he did for a number of years before Fairway merged with Confex to form The Wholesale Group in January 2025. He is now own-brand manager for CHEF Assured.
‘The Only Way is STL’ for Essex Wholesaler
‘‘ Thanks to STL’s PRO delivery methodology, the data migration went so smoothly that we were able to go live sooner than originally envisaged!”
Chetan Wholesale, the largest family-owned cash & carry operator in Essex, imports, exports, distributes and wholesales a wide range of confectionery, snacks, and soft and alcoholic drinks, as well as stationery and other sundries.
An eye on growth
Since 1979, it’s steadily built a reputation for specialist knowledge, customer support, an extensive range (now 4,000 lines) and competitive pricing. Today it has an enviable rate of repeat business and is a wellregarded member of FWD and Unitas.
In 2024, Chetan led the sector charge in sustainability
UK. The 18,000 sq ft facility in Southend boasts solar
providing an impressive as well as convenient destination for Chetan’s expanding customer base. With an eye on further regional growth, it needed an equally forward-thinking ERP system from a supportive IT partner that would give it deep visibility, agile reporting and robust operational control.
and STL for its forward-thinking ethos.
Jay Mandalia, Senior Leader, Chetan
Kam Mandalia, member of the Chetan Senior Leadership Team, said, ‘We’re impressed by STL’s commitment to continuous product development, providing a personal and responsive service, and its expertise in wholesaling as well as IT.
‘For us, this meant the only way is STL’
Key features of STL Evo
• Stock management
• Point of sale
• Integrated Tobacco Track & Trace with split pack function
• Interface with Unitas TOPS
• Purchase order processing
• Warehouse management
• Goods inwards diary
• Handheld scanners for stock checks, picking and receiving
• Real-time performance reports
Go-live ahead of schedule
The rollout of STL Evo ran smoothly – on budget and ahead of schedule, thanks to STL’s wholesale industryshaped by the experience of hundreds of installations in the wholesale sector.
Jay Mandalia, Chetan’s Senior Leader, said, ‘The Evo installation was organised, clear, hands-on and well communicated. You could tell that STL has delivered many projects in our sector before.
‘Both companies worked as one team, not in typical customer/supplier silos, which was very reassuring.’
Crucially, the process involved migrating all of Chetan’s existing stock-related data from its old system onto STL Evo – from stock codes, descriptions and pricing data to supplier and customer information.
Jay said, ‘Our data has been hard-earned over decades in the industry so there was intense pressure for it to transfer intact and be displayed logically in Evo.
‘But we needn’t have worried: STL’s data import and validation tools ensured all this information arrived live sooner than originally envisaged!’
More control, less effort
Now, with Evo’s powerful integrated engine, Chetan has truly centralised control of its stock, which has
In turn, this is enabling it to deliver more choice at great prices with improved customer care and attention.
The modern software, underpinned by Microsoft and designed by STL’s wholesale experts, gives Chetan
Evo also has rich reporting functionality that’s intuitive to set up and customise. This makes it easier for executives to gain a deep and dynamic view across their operations, helping them to capitalise on any emerging opportunities and address any potential problems before they can impact the business.
No worries
Critically, the Evo POS has standalone resilience which means it will keep trading even in the event of a server or Internet problem – with data backing up once the situation has been resolved.
STL’s Jackie Fieldhouse, who engineered the agreement, said, ‘The whole Chetan team is lovely and has a clear vision for their future.
solution – one that will give them the management and reporting control they need to realise their ambitions, now and well into the future.’
What’s more Evo’s unique interface with Unitas TOPS (the system Unitas uses to distribute supplier promotion information to its members) enables Chetan to quickly activate any deals it wants to run from that list – removing the need for data re-entry.
Importantly, Evo has built-in checks that safeguard margins before any promotional scheme is adopted.
Easy to use
The Evo point of sale (POS) software is easy to to give their customers a friendly, helpful and smooth experience.
• Optimised stock management
• Faster order processing
• Automated promotions; margin control
• Powerful purchasing support
• Reduced operational costs
• Shorter queues
• Trading resilience
• Streamlined picking and receiving
• Rich business insights
• Improved responsiveness and productivity
• Easy to use; minimal training
Number 9 for Parfetts
We’re delighted to be rolling out the STL Evo ERP solution to Parfetts’ ninth depot, in Southampton. When the 113,000 sq ft depot opens later this year, it will welcome cash & carry customers and deliver across Greater London and the south coast region.
UW(S) gains time with Evo
We’ve also been busy installing STL Evo to United Wholesale (Scotland)’s newest depot in Rainham,
of the border already, with two thriving depots in Glasgow and one in Grangemouth. This fourth location follows its acquisition of Time Wholesale Services.
Biannual development news
STL is now distributing our ‘Latest Software Release Notes’ to all Evo customers every January and July. Written in simple business language, they provide user updates about the latest features, functions, best practice and new modules available within their software.
New STL POS for any wholesaler anywhere
Coming soon!
One of our key development drives this year is the the STL Evo ERP software. This will create an exciting range of standalone products that can be used by any wholesaler, regardless of their core business system.
Already in trials is a game-changing ‘ERP agnostic’ Wholesale POS that can be used in any IT environment, and in a range of formats – from checkout lines and self-standing mounts to mobile devices.
It has all the latest technical capabilities needed to transform a cash & carry’s point of sale – including:
• Intuitive-to-use, touch-driven interface
• Automated emailing of sales invoices / sales receipts
• Strong resilience, enabling trading even if the cloud simply uploads once full network service is resumed. Combined, these features will speed up the checkout process, reduce errors, and improve stock control, replenishment and customer information.
Also in development are: a range of mobile apps plus the next generation of STL’s highly regarded Sales Order Processing software.
Follow STL on LinkedIn for more details!
Tech team grows
Helping to realise our ambitious product plans is new Software Developer, Josh Edwards. Having held similar roles at both Merlin Business Software, and warehouse software house Invar Group, Josh has already ‘hit the ground coding’. Steve Fowler, STL’s Head of Software Development, said, ‘It’s a really exciting time to be joining STL. We have big plans, backed by big management commitment and big investment. Josh will be an invaluable member of our team – not just because (at 6’6”) he’s already big in stature, but he also brings enormous insight as to what wholesalers need from their business management solutions.’
Site visits matter
All our developments are inspired by our clients’ needs.
personal relationships with wholesalers and see our solutions working in the real world.
STL’s Sales Director, Clive Mallender, said, ‘It’s not always easy travelling around the UK by road, but seeing clients working in their own business environment is the best – indeed, only – way to develop mutually valuable relationships, and to understand what wholealers truly need from both their business IT systems and their key software partner.’
Here are just some wholesalers we’ve visited lately:
Choose the right ERP provider
Enterprise Resource Planning (ERP) software can underpin operational growth for decades, and STL highlights factors that wholesalers should consider when selecting a supplier.
What should a wholesaler look for when seeking to jump aboard a new ERP software provider?
Clive Mallender, sales director of STL, highlights the main considerations.
Independent leaders with vision
A ship’s voyage is only as successful as its captain’s ability to read the chart, the stars and the wind. They need a clear direction, strong navigation skills, and both the ability and determination to stay the course, no matter the challenges en route.
It’s not so different in the stormy seas of the IT industry –which has lately seen independent specialists swallowed by a tsunami of corporate generalists.
These ‘tech tankers’ tend to survive by rolling with the prevailing wind, responding to any lucrative opportunity or investor priorities. Anyone who’s been in this business a while has seen how that gradually dilutes the sector-specific sharpness of wholesale management systems.
So, select independent businesses run by strong leaders with an unwavering commitment to UK wholesalers and a clear vision that aligns with yours.
A people plan
Great captains cultivate a great crew. They continuously invest in their people, and support them by investing in the best tools, systems and practices. They help them to grow within their business. And they foster a culture of excellence and teamwork. All this generates the stability, deep experience and ‘can-do’ attitude that you’ll benefit from.
So, ask providers’ employees how long they’ve been there, how they’re trained, and how they’ll work with you. It’ll soon become clear whether they’re a committed crew or ready to abandon ship.
Customer-driven innovation
Just because suppliers have software for wholesalers, it doesn’t mean they understand the business of wholesaling.
Look out for those who don’t assume your needs but consistently collaborate closely with top operators to learn. STL runs regular ‘huddle sessions’ with the likes of Dhamecha and Parfetts to keep our portfolio evolving in line with wholesalers’ needs. It’s why our ERP solution is called ‘Evo’.
If your provider isn’t committed to investing in ongoing innovation, you could be left in an aging ship unable to withstand the changing trading climate.
Knowledge on the deck
The most respected captains started as deckhands. Find a supplier whose help desk is operated by local people (rather than chatbots) with wholesale and/or IT skills – and that ensures they attend customer sites to see the software in action. That’s the only way they’ll truly understand how IT systems are used in your world.
STL’s help desk team became the most accessible and responsive in the sector – because we all know what’s at stake if we’re not.
A systemised ‘How’
Tactics win races as much as vessels. So, seek a provider with clear installation processes.
The STL PRO rollout methodology was created through the experience of hundreds of projects and the lessons they taught us. It ensures future projects are efficient and effective yet its in-built agility enables it to adapt to the rhythm and resources of individual businesses.
Crucially, it ensures that ‘no sailor gets left behind’. We’ve learnt over the years that strategic IT systems only perform as well as the least engaged user, so it’s important that everyone is factored into a rollout – whether in telesales, order processing or checkout, accounts or picking.
A listening culture
Rollout efficiency requires effective communications. As well as talking and transparency, that requires active listening.
And that means regularly showing up in person for faceto-face conversations on your site and asking what’s working – and what’s not.
You know better than a developer how the software performs in your business. So, partner with one who’s accessible in good times and bad, always willing to listen, learn and improve.
Likeable values
Strategic software is a long-distance voyage, potentially lasting decades. That’s a long time to be on board with a crew you don’t like or trust. So, find a supplier you like and that’s trusted by those you respect.
Combined, this will set you full sail for success. CCM
Clive Mallender: ‘Find a supplier committed to innovation.’
New release of SmartView
TWC has spent six months upgrading its SmartView reporting platforms to give suppliers and wholesalers more powerful insights, as well as saving them even more time.
More than 80 wholesalers and 200 suppliers now use TWC’s data reporting solutions. Marketed under the SmartView brand, TWC provides EPoS sales reporting solutions for convenience retail and wholesale.
Wholesale data partners include Unitas, Caterforce, Country Range, The Wholesale Group, Sugro, Cotswold Fayre, James Hall, CJ Lang, Morrisons Daily and Booker Group.
Supplier users cover the full range of brands sold through wholesale, foodservice and convenience retail, using SmartView to track their channel performance by operator or aggregated into a single sign-on solution for all TWC data, WholeView. WholeView subscribers include CCEP, KP Snacks, Unilever Food Solutions, Suntory Food and Beverages, and AG Barr.
TWC is renowned for its user-friendly reporting tools that enable field-based, time-poor account managers to access the data they need fast. Customer centricity is a core value that runs through all TWC team members, and ensuring that accurate data is accessible 24/7 for wholesalers and suppliers is a cornerstone of TWC’s service.
TWC’s users are relying on accurate reporting to track sales, identify opportunities and highlight threats. TWC is proud of its role in supporting the evolution of wholesale RTM performance through impactful reporting solutions.
Technology is not static, and user needs evolve. Through listening carefully to users and keeping track of technology trends, TWC has spent six months refreshing its platform functionality to deliver a suite of new reports as well as elevate the user interface design to save users even more time and give them more powerful insights.
The landing page navigation has been updated so that the user journey is now clearly labelled by job function, replacing NAM Dash and Analysis with ‘Sales’ and ‘Category’ so that user groups are signposted to their own reporting areas.
Simple adjustments to drop down options include the addition of pre-calculated reporting metrics so that distribution, share point change and average price are visible from the main reporting pages.
A wealth of new Category Insight pages have been
added so that insight specialists have additional reporting capabilities to speed up category deep dive work, enabling users to get to detailed data sets quickly on the dashboard without needing to export and manually calculate results in Excel.
TWC’s clients with retail data, such as Parfetts, CJ Lang and United Wholesale Scotland, have benefited from visualisation of store performance metrics, which are highly valued by supplier users as well.
These visualisations – such as Boston Matrices to benchmark store performance, space and ranging, and Pareto charts to identify optimum ranges – have been expanded and now work for wholesale sales as well. This means that wholesalers and suppliers can review range in depot as well as benchmark depots across a group based on growth and share of sales.
TWC announced the release its new software at its inaugural Trade Briefing on 30 April. Richard Barr, head of commercial, showcased the new functionality to a packed room of wholesaler and supplier clients.
Barr said: “I spent the first few months in role at TWC listening to clients and understanding their needs. This upgrade is a result of those early discussions and the feedback I heard. Our users love our existing software but they are keen that we keep pace with technology development and they want to know that we are continually investing in their solutions.
“The development team has worked exceptionally hard over the last few months to deliver significant enhancements to what was already a great and much-loved solution,” he added.
Barr concluded by telling the audience that his team would be setting up appointments with clients over the next few weeks to showcase the new technology and discuss roll-out plans.
New-look opportunity and size of prize reporting.
• We live and breathe
•
•We are the chosen data partner to 80+ UK wholesalers.
•We have never lost a wholesaler client.
• 150+ suppliers access our wholesaler partners’ data via our industry leading SmartView reporting software.
•We now work with 25+ (and growing) suppliers directly on data, research or consulting projects.
The new battleground
The importance of customer experience is emphasised by Oporteo, which offers an omnichannel platform that includes sector-specific functionality for wholesalers.
As B2B buyers increasingly expect the same ease, transparency and convenience they receive as consumers, wholesalers are being forced to re-evaluate how they engage, support and sell to their trade customers to ensure customer loyalty. And it all starts online.
Customer loyalty in wholesale is more fragile than ever. Research has shown that 80% of B2B buyers will happily switch suppliers on a yearly basis or more.
While wholesalers remain focused on product, price and fulfilment, many are overlooking the ‘X’ factor that may matter most in today’s market: customer experience. The assumption that competitive pricing and strong fulfilment are enough to keep customers coming back is no longer holding true.
“When price and products are near identical across competitors, the differentiating factor is the ease of doing business,” explains Gavin Hands, B2B ecommerce specialist at Oporteo. “Your customers are busy, so by saving them time, reducing friction, and minimising their risk through the help of the latest online platforms, you’re increasing their loyalty to your business.”
According to Hands, businesses that continue to view ecommerce platforms purely as transactional tools are missing out on vital business opportunities.
“Customers want more than functionality; they want product information, useful content, convenience, consistency and confidence in every interaction,” he says.
This means rethinking the digital journey from the ground up – removing friction, increasing transparency, and making it easier for customers to do repeat business.
Hands points to everyday examples that signal the importance of customer experience: “If a customer has to click through 10 pages to complete an order, they’ll get frustrated. If their contract pricing or past orders aren’t visible online, they’ll call instead of converting. Technology can solve all of this – but only if it’s applied with the customer in mind.”
Reducing friction: how technology builds loyalty
A clunky, disconnected online journey doesn’t just frustrate customers – it drives up service costs and stifles scalability.
Poor customer experience leads to higher call volumes and admin burden, more order errors and returns, and slower fulfilment with lost trust. By contrast, wholesalers who invest in digital-first ecommerce and omnichannel solutions see measurable improvements: increased order frequency, larger basket sizes, reduced churn, and improved operational efficiency.
And it doesn’t have to be complex to be effective. “Most wholesalers already have the raw data. They just need a platform that enables them to use it better,” maintains Hands. “Tracking order frequency, value and timing can surface red flags early, enabling sales teams to take proactive steps before a customer lapses.”
is the battleground: will you win or lose?
Wholesale businesses have a huge opportunity to turn their ecommerce and online services into a competitive advantage.
Platforms like Oporteo are enabling wholesalers to deliver the kind of customer experience that builds trust, encourages loyalty and drives repeat business – all while reducing back-office pressure. From live stock and price visibility to automated reordering and mobile-first design, these tools are reshaping the way food and drink wholesalers sell.
From data to prediction: smarter tools for smarter service Where traditional analysis helps respond to churn, AI enables wholesalers to predict it. Oporteo is researching AI models, particularly in relation to order patterns, browsing behaviour and product mix to identify customers at risk of drifting away.
“AI can flag customers who are changing habits,” says Hands, “and your sales team can then prioritise outreach based on real insight, not gut feel.” This reflects Oporteo’s belief that ecommerce technologies should give customerfacing teams better tools, sharper insights and earlier signals.
Customer experience is no longer a ‘nice to have’. It’s a strategic necessity. A website is no longer just an ordering platform – it’s the window into the entire business.
Platforms like Oporteo are enabling wholesalers to deliver the kind of ecommerce experience that meets the expectations of modern trade customers while reducing strain on the back office. From real-time visibility to automated reordering and AI-powered insights, these tools are helping to transform ecommerce from a transactional necessity into a loyalty-building powerhouse.
Final thought: the time to act is now
“The ecommerce battleground is here, and experience is the deciding factor,” says Hands. “If you’re still relying on outdated platforms or manual processes, now is the time to act. Your customers already expect seamless, smart and supportive service. Your competitors may be already delivering it.”
CX
Value and visibility are key
With the cost-of-living challenges continuing to loom large for shoppers, value is a key factor with most purchases. Convenience retailers can provide price reassurance and still achieve acceptable margins by considered use of price-marked products on their shelves.
Price-marked packs are increasingly attractive as convenience shoppers seek value to balance the high cost of living. While wholesalers and retailers do have to maintain margins to remain viable, they will benefit from the increased consumer confidence in value that PMPs provide.
Kepak offers all of its core range products from its Rustlers chilled ready meal brand in a PMP. “Once the preserve of consumers having to manage a tight budget, the appeal of PMPs has broadened to such an extent that many more shoppers are now likely to buy a price-marked pack and those products backed by sustained marketing support – such as Rustlers – will have even stronger appeal,” says Ross Davison, head of convenience.
“As price sensitivity looks set to continue throughout 2025, Rustlers believes its PMP range will continue to provide the price reassurance that consumers are seeking. This will be boosted by promotions highlighting value and quality, and on-pack promotions that boost consumer loyalty.”
The core range best-sellers are the Quarter Pounder, BBQ Rib, All Day Breakfast Sausage Muffin, Southern Fried Chicken Sub and the Twin Cheeseburger. “Rustlers understands the role that price-marked packs have to play in wholesale and convenience retailing, with its price-marked packs available at accessible price points,” adds Davison. “This not only encourages repeat purchases among brand loyalists, it also attracts new shoppers to the brand.”
Meat protein snack Peperami is a £140 million brand from Jack Link’s that has a significant and growing presence in the convenience channel. Over the last five years Peperami has grown by more than 80%.
The recent range expansion in chilled snacking saw the launch of Peperami Chicken Bites in a £1 price-marked pack. “Peperami is bringing its protein-packed snacking expertise and iconic brand into the chicken category with our £1 PMP Chicken Bites,” says Shaun Whelan, convenience & wholesale/out-of-home controller. “As the UK’s No.1 chilled meat brand, we are delivering bold, high-protein snacks that resonate with today’s convenience shoppers, offering retailers a strong opportunity to drive incremental sales and margins.
”The Chicken Bites arrive as the chicken snacking market
continues its strong growth trajectory, increasing by 21% over the past two years and now worth over £165 million (Nielsen).”
The Chicken Bites are available in two variants – Tikka and Roasted – and contain 95 kcal per 45g pack. The round £1 price point has been proven as an effective marketing tool.
“PMPs are a great way to draw shoppers to the fixture. PMP labels tend to stand out and grab shoppers’ attention,” Whelan continues. “Key price points, like Peperami sticks 2 for £2 – driving rate of sale and cash margin – or £1 PMP Chicken Bites compel more shoppers to buy more.”
The multibuy PMP mechanic continues to be a useful sales driver in convenience stores and is a value draw on the £1.25 Peperami sticks. “PMP £1.25 flashed 2 for £2 on
Peperami sticks offer good value compared to standard sticks, driving value and return on sales,” he says.
“PMPs offer shoppers price confidence and it is good to have PMP available for budget-conscious shoppers. PMPs offer a point of difference for independent retailers. Many price-marked packs have been specifically designed to fit in with the shopper needs of the independent sector.”
The supplier advises convenience retailers to ensure that PMPs are highly visible in-store, by brand blocking and merchandising at eye level to maximise sales. Retailers should also ensure they maintain good levels of stock and regularly check that cases have ample product in them so they don’t look empty.
Cross-category merchandising in food-to-go offers and with carbonated and energy drinks can also boost sales.
“We ensure our Peperami PMP products are affordable to convenience retailers by supporting them with promotions and case sizes to keep the price points at the recommended retail prices,” Whelan states. “PMPs make life easier for convenience retailers, reassuring them and their shoppers that they are charging the right price. PMP labels stand out on shelf and are a good way to draw the shopper’s eye to a particular product.”
‘PMPs offer a point of difference for independent retailers. Many price-marked packs have been specifically designed to fit in with the shopper needs of the independent sector’
Shaun Whelan, Jack Link’s convenience & wholesale/OOH controller
Calbee UK has increased its PMP offering from its Seabrook crisps range with the introduction of £1.25 Trebles Spicy Paprika and Sea Salt & Cider Vinegar. The two variants follow the success of the initial Trebles line-up.
“With incredibly positive feedback from our consumers, its success meant we had to extend it into our PMP range and deliver the same excitement into our wholesale and convenience markets,” explains Stephen Boyd, business manager –head of impulse.
A choice of PMP and standard packs
SPAR has refreshed the look of its own-label energy drink, Blue Bear, which comes in a 75p price-marked can as well as a standard format, enabling stores to tailor pricing to their shopper base.
The high-impact new look has been designed to increase on-shelf standout and attract new shoppers to the category.
SPAR has also added two new variants to the range: Berry Burst and Tropic Surge Zero. “These changes, along with keeping our pricing clear and competitive, will help entice even more shoppers into our own-label range, boosting sales and profit for our retailers,” says Katie Breadmore, product manager.
“The flavours are on trend, the packaging looks great and finally we have the price mark. What’s not to love?”
The refreshed range will be supported by a significant consumer marketing push including radio, YouTube and social media advertising from August to November.
KP Snacks has relaunched a classic this month with the return of Discos Picked Onion, available in a £1.35 PMP (70g). It joins Discos’ PMP portfolio, which includes popular flavours Cheese & Onion and Salt & Vinegar.
“By relaunching Discos Pickled Onion, we are tapping into the growth of PMP formats while also meeting shopper demand for nostalgic moments by returning an iconic flavour to shelves,” says Stuart Graham, head of convenience.
“We know that PMP is the fastest-growing segment in the convenience & impulse channel and we are committed to refreshing and expanding our PMP portfolio with the right products to help retailers drive sales.”
Kellanova is rolling out its 120g £2 PMP sharing format of Cheez-It into symbol and independents, designed to meet growing demand for social and at-home snacking occasions.
Available in two flavours – Double Cheese, which has delivered nearly £10 million in sales to date (IRI), and Cheese & Chilli, a hot variant that caters to the nation’s growing appetite for spicy snacks – the launch offers retailers the opportunity to bolster their snack offering.
“At a time when consumers are watching their spending but still want snacks that feel special, CheezIt brings something bold and different to the aisle,” says Charlie Foster, senior sales director at Kellanova.
“We’re confident this format will help retailers make the most of those all-important big night in and social snacking occasions.”
The roll-out of the price-marked packs is backed by an investment of £200,000.
Activity from Tayto Group includes a packaging refresh and new flavours from the Golden Wonder brand that will increase on-shelf standout of the £1 PMP sharing formats, as well as impulse packs and multipacks.
The design overhaul is the first in a decade and brings a modern new look. It brings to life the brand’s ‘More Punch Per Crunch’ message, and a simplified logo and bold colours maximise on-shelf standout.
In addition to the design update, Tayto has added two takeaway-inspired flavours to the line-up. Chip Shop Curry was previously a very popular limited edition but has now joined the permanent range, while Salt & Chilli Chicken answers the call for spicier, more adventurous tastes. A Chinese food favourite, the new variant is expected to be a hit with consumers.
PepsiCo encourages wholesalers and retailers to include PMPs in their snack ranges to attract shoppers.
“Within the savoury snacks category, sharing PMPs remain the No.1 contributor to crisps and snacks growth in value, compared with other segments. Wholesalers looking to grow their savoury snacking sales should look to prioritise the best-selling sharing PMP snack SKUs,” says Nic Storey, senior sales director, impulse and field sales.
“The salty snacks category continues to present a significant opportunity for wholesalers to maximise their PMP sales. With the total category in independent and symbol stores now being worth £631.6 million and growing at 18% (Nielsen), there is evidence to show that snacking remains a huge part of day-to-day UK life.”
PepsiCo snack brand Cheetos has increased its PMP presence with the recent introduction of Fiery Jalapeno & Cheese 49p PMP and £1.49 PMP, targeting Gen Z consumers.
“We’re confident it will be a hit with shoppers and the available formats will play a strong role across all channels. Retailers who stock Cheetos can expect a highenergy, trend-driven brand that resonates with the Gen Z audience,” says Phoebe Chapman, senior brand manager.
The brand’s Twisted Sweet & Spicy range is also being tweaked to appeal to the same demographic, with a bold redesign and a 30% increase in pack size from a £1.25 65g pack to a £1.49 85g PMP. Research shows that almost 75% of Gen Z shoppers compare products to find the best deal.
More Gen Z activity from PepsiCo has included the launch of Doritos Dinamita as a convenience exclusive in a £1.25 PMP earlier in the year.
“We know that Gen Z are driving the demand for bold and exciting flavours so we have been on a mission to support retailers in catering to these shoppers through our Extra Flamin’ Hot brand, effectively working to futureproof the category with new and innovative offerings,” says Rob Pothier, head of marketing.
In the energy category, Red Bull launched Sugarfree Lilac Edition into the wholesale channel last month, with the energy drink available to wider convenience and grocery channels this month.
The grapefruit and blossom flavour scored positively on flavour testing. The formats available include a £1.60 250ml price-marked can, with a promotion of a £1 price-marked can offered as a WIGIG (when it’s gone, it’s gone) incentive.
Red Bull Editions are recruiting new buyers to the energy drinks category, with 18% of Red Bull Edition NPD shoppers new to functional energy last year (Kantar).
Also new from Red Bull are two price-marked multipacks: Red Bull Energy Drink 4 x 355ml (£6.75) and 4 x 473ml (£8.75).
With many of its consumers loyal to can size, and with one in four Red Bull Energy Drink shoppers only buying 355ml or 473ml cans (Kantar), these packs offer large can consumers the opportunity to trade up to the multipack format with their preferred can size.
With Red Bull Energy Drink 4 x 250ml delivering one of the highest sellthrough rates in impulse (Nielsen), the company expects the new pack sizes, along with a consistent price point, to help give value to shoppers and increased profit to retailers.
Grace Foods UK has introduced 330ml PET bottles of its Grace Tropical Rhythms Mango Carrot, Fruit Punch and Sorrel Ginger in a pricemarked format.
“The 330ml bottles are high in natural juice content and they have been made without artificial sweeteners to ensure that we can deliver the healthiest of thirst-quenching drinks packed full of Caribbean flavours and goodness. And the icing on the cake for this new launch is the PMP of 99p,” says Dorota Dziedzic, brand manager.
Carlsberg Britvic has focused plenty of activity in the pricemarked sector this year. Available in price-marked 500ml bottles are Tango Strawberry Smash, 7UP Pink Lemonade, Pepsi zero-sugar Strawberries & Cream, Pepsi zero-sugar Cream Soda, and ready-to-drink Orange & Mango squash.
In addition, the supplier has introduced price-marked packs with the bonus of 33% extra free as a convenienceexclusive for its Robinsons Orange and Apple & Blackcurrant concentrates.
Carlsberg Britvic has also lowered the price of its two-litre Pepsi Max and Pepsi Max Cherry, Lime and Mango variants from £2.29 to £1.99. Pepsi Regular has been reduced from £2.59 to £2.29. With 79% of all two-litre carbonates sold within the impulse channel being price-marked packs, the price cut will attract even more shoppers seeking value while the profit on return remains unaltered.
Molson Coors has launched a 4 x 440ml multipack PMP of Staropramen for the convenience channel.
“Shoppers perceive PMPs as offering better value, which in turn helps to drive sales for convenience retailers. It also offers a point of difference that shoppers can’t get in larger stores,” says marketing controller Jake Johnstone.
“The launch of Staropramen’s 4 x 440ml price-marked multipacks is perfectly timed to help convenience retailers capitalise on these trends during the crucial summer months.”
PMPs in different categories
• The top five categories purchased on PMPs in the convenience channel in Q4 2023 were chilled foods, soft drinks, bakery, newspapers & magazines and crisps & snacks (Lumina Intelligence).
• Outside of food & drinks, PMPs are a clear way of communicating value messaging on other key household categories like cleaning, laundry, personal care and baby care. Source: DCS
A chance to Krush soft drink sales
AG Barr is adding extra excitement to the carnival period this summer with the launch of limited-edition KA Blue Krush in a 500ml £1 PMP.
The tropical sparkling soft drink is available until the end of September, with PoS available for wholesalers and retailers to drive sales.
Annette Yates, brand director of KA, says: “Limited editions excite and entice shoppers, and KA Blue Krush will take that to the next level. We’ve created an incredible tasting, eye-catching product that we know soft drinks shoppers will pick up.
“Blue is a trending colour, tropical is a trending flavour – we’ve created an epic combination to disrupt the shopper journey and help retailers and wholesalers Krush soft drinks sales this summer.”
KA has a proven track record of success with NPD. Sales of last summer’s Karnival Twist limited edition were 94% incremental to KA and 75% incremental to the carbonates and Caribbean drinks category.
Yates adds: “In 2025 we will be bringing more consumers into the brand through investment in exciting social plans and partnerships with content creators, bringing the ‘Be the Noise’ campaign to life for a third successful year.”
Also in the world beer segment, Asahi UK has launched a price-marked pack for its Polish beer brand Zubr.
“Price-marked packs frequently drive a much higher rate of sale in convenience than their non-price-marked equivalents. With Zubr already showing good growth in impulse stores, we’re confident this format will only drive sales further,” says Rob Hobart, marketing director.
BrewDog is aiming to broaden the appeal of craft beer by delivering value to shoppers and consistency for retailers with its first price-marked pack.
Leading with BrewDog’s top-selling SKUs, Punk IPA and Hazy Jane, promotional 4 x 330ml-can multipacks are priced at £6.99 and are exclusive to wholesale and convenience customers.
Price-marked packs are growing ahead of beer – up by 28% in value sales versus 4% for total beer – and are now worth 27% of total beer in the convenience channel, increasing to 52% of the four-pack category (Circana).
Jonny Leece, head of impulse at BrewDog, comments: “With 88% of total beer four-packs sold at under £7 (Circana), we think £6.99 is a compelling price for both stores and shoppers and hope it will encourage more retailers to pick it up in depot and ultimately more people to try craft beer for the first time.”
Ready to drink to profit?
Convenience is key for the ready-to-drink alcohol category, which is showing significant growth. With a younger demographic drawn to bold flavours and attention-grabbing pack designs, wholesalers and retailers should ensure they have a summer-ready RTD range.
Now is the perfect time for convenience retailers to make the most of the flourishing ready-to-drink category. From in-home entertaining on a budget to outdoor socialising with impulse purchasing en route, there are multiple opportunities to drive sales. Suppliers have taken into account factors such as flavour trends, price point and premiumisation, and wholesalers should have the right range in stock to assist their customers.
Red Star Brands is the distributor for RTD vodka drink brand Four Loko, which was launched in the UK in 2021 after success in America. The range includes the most recent addition, Hawaii, a pineapple and raspberry fusion with a vodka base. The NPD follows the Four Loko signature high abv formula and is supported by a summer marketing campaign that includes festivals and O2 Academy venues.
“RTDs now account for one in every 10 alcohol purchases
made by 18-30 year olds, with bold flavours and higher abv formats showing strong resonance,” says Clark McIlroy, managing director at Red Star Brands. “Four Loko has seen double-digit sales growth in the last 12 months across the independent channel, driven by high trial and repeat purchase in urban and student-dense areas.”
‘Flavour variety drives trial –offering a full range caters to the increasing demand for discovery and variety in the RTD segment’
Clark McIlroy, managing director, Red Star Brands
The distributor recommends that wholesalers and retailers consider the rising popularity of the RTD segment in order to maximise sales. “The RTD category continues to thrive, growing at 16.5% year on year in impulse and convenience retail,” he continues.
“Merchandise in high-traffic chillers or near the front of depots to boost visibility. Flavour variety drives trial – offering a full range caters to the increasing demand for discovery and variety in the RTD segment. Visibility is key – simple, high-impact PoS materials and stacking formats work best in depot environments.”
Four Loko is now worth more than £18 million in convenience and its 440ml cans have been designed to have
high on-shelf visibility. The new Hawaii variant takes the line-up to 10 flavours and is geared to summer socialising.
“This is a flavour that’s unapologetically bold and made for big summer moments,” says McIlroy. “With its tropical twist and punchy finish, Hawaii brings something fresh to the market while staying true to our fans who want flavour-forward, barstrength drinks in a single serve.”
Wholesaler support and supplier activity are increasing the brand’s presence in the convenience channel. Wholesalers and retailers can request a 2025 PoS toolkit featuring shelf strips, case stackers and wobblers showcasing the full range.
“Four Loko continues to roll out across the impulse channel with a focus on key student cities, driving brand heat and availability. Future innovation plans include limited-edition flavour drops and PMP formats,” adds McIlroy.
Global Brands has introduced Tetra packaging for its Reef brand, which was relaunched in 2024. The move is designed to provide the ideal format for today’s shopper while delivering clear commercial advantages for the trade.
“With a 40% smaller shelf footprint, Reef Tetra maximises merchandising space without compromising presence. Its lightweight, durable and resealable design makes it perfectly suited to on-the-go summer missions, from festivals to park picnics,” says Jacob Barrett, Reef brand manager.
“Consumers will able to purchase a single serve that is ideal when out and about, or a 15 x 330ml multipack that is convenient for stocking up for summer gatherings.”
Retailers and wholesalers are encouraged to be ready for the summer spike in RTD purchasing. “During the summer months, shopper missions are heavily driven by convenience, a key factor behind the increased demand for RTDs,” he says.
“The RTD category across the whole of the UK has experienced extraordinary growth, doubling in value over the last decade from £228 million in 2014 to £543 million in 2024 (NIQ). RTD popularity has been found to spike significantly during the warmer months.”
The packaging innovation will enhance the consumer experience as the Tetra pack has a slower warming rate than cans, keeping drinks cooler for longer. The resealable carton also makes transportation and on-the-go sipping easier.
More activity from the supplier comes from its VK brand. This year’s launch of VK Lemon & Lime is the result of the 2024 ‘We Are Flavour’ consumer campaign and is the first clear fruity VK variant.
“Beyond affordability, home entertaining offers greater flexibility and personalisation,” points out Holly Bolus, senior brand manager at VK. “Nearly half (48%) of consumers like that they can curate their own atmosphere, whether that means a themed party, a games night or simply enjoying drinks in a more comfortable setting. Additionally, 58% of people enjoy the quieter, more social environment of athome drinking occasions.”
Affordability, flexibility and personalisation have led to an increasing preference for entertaining at home.
She adds: “Wholesalers should focus on leveraging datadriven insights to drive sales and identify top-performing products and seasonal trends, ensuring they’re stocked with the products that consumers are actively seeking.”
The VK marketing team offers support for wholesalers, including PoS materials like pallet wraps and tower end displays for depot days. “Wholesalers should tap into VK’s tailored support offerings,” she says. “Depot days, in-store sampling and social media incentives are all great ways to create buzz and drive visibility for VK products.”
‘Wholesalers should focus on leveraging data-driven insights to drive sales and identify top-performing products and seasonal trends’
Holly Bolus, senior brand manager VK, Global Brands
Along with effective display, a value proposition remains key. “Effective pricing is crucial,” says Bolus. “Competitive pricing paired with clear communication of value will help wholesalers capture a larger share of the market while maintaining good margins. Offering well-priced PMPs with strong margins benefits both wholesalers and retailers, and encourages repeat purchase.”
SHS Drinks has the No.1 RTD brand with WKD and has summer activity to raise brand awareness even further. A tie-in with ITV’s Love Island highlights hero flavours WKD Blue and Cherry Ice, along with WKD 0.0%, to the brand’s core Gen Z audience.
“WKD’s leadership in RTDs comes down to relevance, reach and results – we’ve consistently invested in flavour innovation, consumer insight and cultural partnerships, helping wholesalers and their customers drive footfall and sales, particularly in the independent convenience sector,” says Scott Bell, head of marketing.
“With WKD once again partnering with Love Island, there’s a huge opportunity to capitalise on national above-the-line exposure.
“To help retailers benefit from this, a range of eye-catching PoS kits is being provided for retailers in the channel. This in-store activation is part of a wider, multi-channel campaign covering major multiples, wholesale and the on-trade, ensuring WKD is front of mind.”
Last year saw strong sales for WKD, with value up 30% versus 2019. In the enhanced RTD sub-category, WKD X is now worth £2.7 million, driven by a 66% growth rate (Nielsen). WKD X Blue Raspberry tops the UK’s enhanced RTD rankings, while recent launches Citrus Ice and Purple Grape in PMPs have helped reinforce the brand’s value credentials on shelf.
Ready-to-drink rewards for retailers
Coca-Cola Europacific Partners is running a wholesaler promotion to showcase its RTD alcohol portfolio. The competition, which lasts until 14 August, offers convenience retailers the chance to win a customised Ford ETransit electric van or one of 10 £500 depot vouchers.
The promotion is running on the full RTD portfolio, and convenience retailers must purchase any four or more cases from the range from their chosen depot in a single transaction. They then scan the QR code available via in-depot kits or digital media and enter their details on the dedicated microsite.
“This giveaway brings together three things: growth, visibility and excitement. It’s the kind of activation that creates real buzz in depot aisles and makes a tangible difference on delivery rounds, and we hope it inspires our retailers to really get behind the ready-to-drink category this summer,” says Elaine Maher, associate director, alcohol ready-to-drink.
“We’re proud to be backing the wholesale channel with our biggest ready-to-drink incentive to date, helping drive volume across depots while giving convenience retailers a powerful reason to stock up.
“Ready to drink is the fastest-growing alcohol segment globally for the past five years (IWSR) and we’re investing heavily to ensure our partners are equipped to capitalise on that momentum.”
“We recommend that depots build eye-catching and impactful aisle-end displays across the WKD range so that retailers can easily locate and select the formats and flavours their customers demand,” says Bell.
“Wholesalers can play a crucial role by making sure new flavours are impossible to miss, front and centre in depots, clearly marked as new. It’s also essential to match the format to the occasions, as retailers will be trying to match their shoppers’ demands – single bottles for spontaneous, ready-to-go enjoyment, and multipacks for at-home socials.”
Bell concludes: “With unrivalled brand awareness and share in traditional RTDs, along with a long-standing reputation for fun and flavour, WKD remains a defining force in the category. We’re confident that our continued investment in innovation, in cultural touchpoints, and in consumer connection will keep WKD at the heart of the RTD conversation for the next generation.”
A new RTD alcohol brand from AG Barr is joining the shelves this summer. KA Remix takes a classic Caribbean white rum and mixes it with the fruit flavours of KA soft drinks. The four-strong range consists of Black Grape, Fruit Punch, Pineapple, and Karnival Twist variants, all 6% abv in 300ml cans.
“Long drinks are a booming part of the RTD category and we know mixing an iconic soft drink will help deliver profits for retailers, bringing new shoppers into the category as well as delivering a hit of nostalgia for existing RTD drinkers,” says Lucy Henderson, marketing director.
“We wanted to create a new offering that brings a fresh energy to the category while tapping into the taste preferences of today’s drinkers, and we think that KA Remix is the perfect combination.”
Also new in RTDs is the Funkin Spritz range. Available in two flavours – Limoncello and Raspberry – the RTDs have an abv of 4.5% and come in 330ml cans.
Funkin Cocktails’ head of brand Ashley Birch-Ruffell comments: “With the warmer months upon us, we wanted to create a drink that’s fresh, fun and can match every event.
“We’ve seen the rise of spritz over the last few years in the on-trade especially and saw a perfect opportunity to create an easy, refreshing sipping experience with a vibrant new look.”
