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Featuring Lukasz Niedzwiedziuk, head of transport at JJ Foodservice, which he joined in 2009 during what he calls the wave of Eastern European drivers. FWD Gold Medal Awards
The FWD’s annual awards, held last month in London, celebrated achievements by wholesalers and suppliers.
Talking Point
In its 2026 Trends Report, Creed Foodservice identifies six key micro trends shaping the UK’s outof-home food and drink landscape.
King Brothers Foodservice to join Country Range in New Year.
Price Freeze
Bidfood has announced the launch of its new Price Freeze promotion. Beginning on 1 January, the initiative features price cuts or price holds on 140 key branded and own-brand lines.
Customers can secure up to four months of these prices simply by purchasing any qualifying Price Freeze product before 28 February. They will then automatically receive the same price on all subsequent orders of that product until 30 April.
This promotion gives customers the opportunity to plan ahead for what is often a tricky time of year.
Katie Sillars, head of commercial growth initiatives at Bidfood, said: “Right now, operators don’t just need another promotion, they need certainty. Our Price Freeze is about locking in real savings on the products customers rely on most, so
they can plan with confidence and focus on driving sustainable growth as we head into the new year.
“We want this to feel like a genuine boost for hospitality – supporting both resilience and growth through the toughest winter months and into early spring.”
Bidfood is also planning special cashback offers on the same range of products in March.
Own-brand additions
Caterforce has added five new lines to its Chefs’ Selections Premium Collection.
With premium own brands predicted to hit an alltime high of £1 billion in sales through the grocery channel in December (Worldpanel), demand also continues to rise in the foodservice and out-of-home sector as professional kitchens look for menu inspiration.
In response to this demand, Caterforce has introduced seabass fillets, extra-large cold water prawns, tomato ketchup, sixlayer chocolate fudge cake (pictured), and mirrored chocolate torte (gluten-free and vegan).
Rebecca Woollam, own brand marketing manager, said: “These additions reflect our continuing commitment to supporting the foodservice sector with high quality, great-tasting products.
“By offering such a strong own-brand range, we’re supporting our wholesale members to build loyalty, trust and confidence and further strengthen their customer relationships, proving that quality and value can go hand in hand.”
Caterforce recently announced that it has removed more than 15 tonnes of salt from its range by reformulating many of the products.
The group has also been reformulating products to remove palm oil to support responsible sourcing.
CLEAN Solutions range launched
The Wholesale Group has launched CLEAN Solutions, a range of professional hygiene and janitorial products.
Available from January, the products are designed to keep kitchens, dining areas and workspaces spotless, safe and welcoming.
The range has 15 lines:
a Degreasers: Heavy Duty Degreaser, Caustic Heavy Duty Degreaser, and Sanitising Antibacterial Degreaser.
a Dishwashing: Machine Dishwash Detergent, Machine Rinse Aid.
a Hand Hygiene: Bactericidal Soap.
a Surface Care & Disinfection: Handy Antibacterial, Essential Bleach, Thick Bleach, Pine Disinfectant.
a Washing-Up Liquids: 10%, 20%, Concentrated Lemon.
a Floor Care: Lemon Floor Gel.
a Washroom Care: Toilet Cleaner.
Good hygiene and visible cleanliness are vital not only to meet compliance, but also to maintain quality, build
trust and maintain reputations across all catering sectors. CLEAN Solutions is designed to help operators meet these expectations in both front-of-house and back-of-house environments.
Richard Ellison, own brand manager at The Wholesale Group, said:
“With hygiene standards under greater scrutiny than ever, operators need products they can trust. CLEAN Solutions provides a dependable, professionalgrade range that supports every part of the cleaning routine, from washing up to workstation sanitation.”
Enzo Wholesale signs up to Unitas
North London cash & carry operator Enzo Wholesale is to join Unitas in January.
Operating from a 75,000 sq ft multi-temperature facility in Edmonton, Enzo has a customer base of nearly 1,500 convenience stores, foodservice outlets and hospitality venues, and aims to increase its turnover from £40 million to £100 million by the end of 2027.
The Enzo management team boast extensive experience in retail, catering and hospitality, having operated convenience stores and managed restaurant services across London.
The wholesaler plans to expand its product range, enhance delivery services, add new branches, and strengthen logistics and storage capabilities at its Edmonton site.
said: “We’re delighted to be joining Unitas. The group includes some of the UK’s most ambitious and innovative wholesalers, and we’re excited to be part of such a dynamic network.
will drive meaningful growth for both parties while delivering the best possible value to our customers. Our service model reflects Unitas’s core values of quality, reliability and member support.
founded Enzo Wholesale to combine proven operational expertise with a fresh, customer-focused approach to the wholesale sector – and we believe Unitas is the ideal partner to help us achieve our vision.”
In other news, Unitas recently held its first-ever Supplier Marketing Clinic.
The aim of the online event was to identify ways for suppliers and the buying group and its members to work together to deliver powerful results and align their strategic marketing objectives.
Umit Aydemir, managing director of Enzo Wholesale, Booker is marking the opening of its 5,000th Premier store with an £8,000 community giveaway and a donation of 5,000 family meals to FareShare and local food banks.
“We share Unitas’s vision for independent wholesaling and believe our collaboration
“With more than two decades of experience in retail and hospitality, we
More than 120 marketeers from leading suppliers attended the event, which was the idea of Belinda Parkinson, Unitas’ head of marketing. She saw value in connecting brand marketing teams with the group’s central office marketing team at campaign planning stage.
Community giveaway to mark 5000th Premier
The wholesaler is also giving Premier retailers the chance to win one Premierbranded delivery van.
The 5,000th Premier store is located on Northampton Road in Wellingborough. Owned by Srijeekasikaran Kandiah, it is reported to offer a modern retail experience, with features such as food to go, energy-efficient chillers, customer loyalty rewards, and meal deals.
For the community giveaway, eight Premier retailers,
each from a different region, will receive £1,000 to donate to a local cause chosen by their customers.
There will also be exclusive promotions and giveaways for Premier retailers and customers in the months ahead, with more celebrations planned in early 2026.
Colm Johnson, retail MD at Booker, said: “Reaching
5,000 Premier stores is a phenomenal achievement and a real reflection of the dedication, energy and entrepreneurial spirit of our retailers. This celebration is about saying thank you to our customers, colleagues and communities.”
In other news, Kingsland Drinks has brokered a new deal between South African wine producer Boland Cellar and Booker to supply three of its wines into Booker’s 67 catering wholesale branches.
The wines, marketed under the One Formation brand, are a Grenache Noir, a Shiraz, Viognier and Grenache red blend, and a Chenin Blanc, Sauvignon Blanc and Grenache Blanc white blend.
Sophie Menegain, lead category manager at Booker, said: “South Africa offers wines of wonderful, consistent quality and incredible value for money. Kingsland Drinks has been instrumental in bringing the One Formation wines to market and we’re thrilled to be the first wholesaler to list them.”
Enzo Wholesale managing director Umit Aydemir with Stephen Cheetham, Unitas’ member development controller.
King Brothers to join Country Range
King Brothers Foodservice will join Country Range Group (CRG) on 1 January 2026.
An independent, familyrun business, King Brothers Foodservice dates back to 1908 when Denis King first purchased a 500-acre farm in Orton Waterville, Peterborough. Through hard work and dedication, King was supplying leading London restaurants and hotels with poultry and pork by the outbreak of WW2. The company was wholesaling by the ’50s. Fast forward over 70 years and the business still retains its family work ethic and values as it supplies customers from roadside truck stops, cafes, schools, care homes and hospitals to bistros, pubs, five-star hotels and other fine dining establishments.
From its HQ and depot in Peterborough, King Brothers has 14 vehicles delivering six days a week and a portfolio
of over 2,000 lines. The company employs 35 people.
King Brothers’ decision to join CRG will take the group’s membership to 17 member businesses and 19 wholesalers.
King Brothers Foodservice joint managing director Martin King said: “After decades of admiring the reputation, quality and competitiveness of the Country Range brand, we’re very excited to be part of the group. The move will enable us to improve across all facets of the business and will play a key role in spearheading our ambitious plans
for growth and expansion in the coming years.”
Country Range Group chief executive Martin Ward commented: “It’s been another hugely positive year, with our £1 billion turnover target smashed with two years to spare, our collective buying power topping the £360 million mark and fantastic progress being made in the onboarding of new members, improving discipline and enhancing cohesiveness across our group.
“King Brothers have built an impressive reputation over the last century and more, so we’re delighted to
welcome them to the group.”
In other news, Country Range is helping caterers add some festive sparkle to their menus with the introduction of a trio of desserts.
The three additions are Country Range Cranberry & Orange Torte, Chocolate Brownie Cheesecake, and Sticky Toffee Cheesecake. They are aimed at caterers lacking the space or time to create their own desserts from scratch and come frozen and pre-portioned into 14 pieces for ease of service.
Product content offered to members
Sugro UK has announced a new partnership with NIQ Brandbank.
As a result, members of the group will gain access to NIQ Brandbank’s up-to-date product images and product attributes for their printed and digital materials.
Sugro managing director Emma Senior commented: “In such a fast-paced industry, it is crucial that we can provide our members with the tools they need to maximise sales. Quick and easy access to the correct product images is crucial and I am delighted we have been able to partner with NIQ Brandbank to provide this.”
Yulia Petitt, head of commercial & marketing at Sugro, added: “The sourcing of images and associated product information is a constant challenge for the group members, and I am delighted that we have been able to negotiate a centrally agreed offer for the members.”
Sugro UK’s overseas business convention, which recently took place in Zimbabwe and Botswana, brought together over 80 members and suppliers for a mix of formal and informal one-to-one business sessions.
This event marked a milestone for the group, with around 12 million cases purchased during a three-month incentive period.
Yulia Petitt, head of commercial & marketing, reported that Sugro has had 19 consecutive years of growth and has achieved year-to-date growth of 6% compared with the same period in 2024.
In addition to business
discussions, Sugro UK organised a charitable initiative tied to the location of this year’s convention. As part of its commitment to giving back to the communities hosting its events, Sugro UK, alongside key suppliers, made a donation to support the CSR Project Zimbabwe.
Money given to the charity Children in the Wilderness will be used to fund a classroom and teacher for the local area.
Besides the donation, delegates met local children at the Dusty Road Venue where each child was given a backpack of essential supplies such as toiletries.
Marketing role AI workshop
Glasgow-based wholesaler
JW Filshill has appointed Katie Dempster as group marketing manager, covering for Sue Man who is on maternity leave.
Dempster (pictured) joins Filshill from Matthew Algie, the Glasgow-based coffee roaster, where she spent three-and-a-half years, latterly as marketing & innovation manager responsible for trade marketing for hospitality businesses across the UK.
In her new role, she reports directly to chief sales & marketing officer Craig Brown, who said: “Katie’s experience and enthusiasm is a perfect fit for Filshill. Having worked for Matthew Algie, a company in the food and drink sector that is 160 years old, gives her a strong
understanding of how important our culture and family values are.
“She is eager to learn about the independent convenience sector, working with colleagues and customers to help drive the Filshill, KeyStore and Eldorado brands. In addition, her experience in the coffee sector will bring innovation ideas for development within our KeyStore retail estate.”
Ramsden International has held a one-day, cross-departmental AI workshop.
Hosted by b2b.store, the workshop included a demonstration of easy-to-access AI technology, followed by department-specific group sessions to understand how AI could be used to improve business processes.
Jez Threadgold, MD of the wholesaler and exporter, said: “There’s little question AI usage is becoming increasingly common in the workplace, so we felt it was important to get to grips with how it could be used.
“Understanding where to start is an important first step – we didn’t want to dive in without a clear direction – so we invited b2b.store in to share their knowledge and
provide some pointers for us to follow.”
Inspired by the session at Ramsden International, Sugro UK has launched AI Accelerator Workshops.
Sugro members will receive AI consultancy to help them find new ways to drive sales and greater return on investment and productivity.
The programme is being subsidised by Sugro to encourage AI adoption.
Net turnover rises but profits squeezed
CJ Lang & Son, the familyowned Scottish SPAR wholesaler and retailer boosted net turnover by £2 million to £255 million in the year ended 27 April 2025. EBITDA was £6.8 million and operating profit (pre-exceptional costs) was £2.35 million.
CEO Colin McLean said: “The headwinds of a very poor summer in 2024, a toughening market and significant cost inflation made this a demanding year. In these conditions, sales remained strong, demonstrating the strength of the SPAR brand, but profits have inevitably been squeezed.
“We must continually adapt to changing consumer habits, new legislation, and supply chain unpredictability.
“What sets us apart is that we are genuinely Scottish with our own depot, network
of vehicles, and a team of colleagues embedded in communities across the country. That gives us agility and control over our own destiny, and we will continue to invest in the areas that make a real difference for our customers and retailers.”
In other news, SPAR Scotland has unveiled a new Marie Curie-themed lorry livery designed by a primary school pupil, following a nationwide competition held earlier this year.
The winning artwork was created by Finlay, age 12, from Bellsbank Primary
School in East Ayrshire. SPAR Scotland donated £1,000 to the school.
Last month, representatives from Marie Curie visited CJ Lang’s depot in Dundee for the official unveiling of the newly wrapped lorry and to receive a £2,500 donation – the total raised at SPAR Scotland’s 2025 tradeshow.
SPAR Scotland has announced a record year of charitable giving, donating £200,000 in 2025 to support good causes across the country. The total surpasses the £180,000 donated in 2024.
Donations were made to Marie Curie, SPAR’s national charity partner, and hundreds of local causes.
Christine Connor (left), Marie Curie corporate partnerships manager Scotland, and Marie Curie nurse Lauren.
Retail-ready selection
Following the success of its Candycrave bulk products, Monmore Confectionery has introduced a retail-ready range in bright packaging in a mix of shapes and flavours.
The 150g resealable pouches are vegan and halal suitable, palm oil free, and packed in the UK. They are positioned to offer more product for a lower rsp than competitor lines. A company spokesperson said: “Designed to offer our bestselling vegan sweets to the wholesale and convenience market, these eye-catching colourful pouches provide the perfect grab-and-go option.”
Miles cut
LWC and Asahi UK have revealed the results of their joint sustainability initiative.
Launched in July 2024, the initiative encouraged LWC depot teams across England and Wales to place fewer but larger orders.
LWC and Asahi UK reduced emissions by 65.2 tonnes of CO ₂ e. Some 62,500 miles were cut from routes, while deliveries from Asahi into LWC depots were reduced from 1,005 to 637.
Depot teams embraced the challenge, achieving a 38% increase in full truck deliveries to LWC depots.
In recognition of these efforts, Asahi ‘awarded’ 3,990 trees which will be planted through its partnership with the environmental charity Thames21.
‘Business at its best’
Bestway Wholesale recently honoured the achievements of its retailers, suppliers and employees at The Bestway Awards 2025, held at London’s Marriott Grosvenor House.
Hosted by singer and television presenter Myleene Klass, the event celebrated ‘business at its best’, bringing together members of the Bestway family, and its extended community, under one roof.
The Bestway Colleague
Awards recognised office and field employees, as well as outstanding depot and store teams.
Colleague Awards: a Be Proud of What You Do: Lauren Jamie-Smith a Champion What’s Right: Audrey Bannister a Every Voice Matters: Sreeruma Radhamohanan a We Are One Family: Chandran Duraisamy a Office Colleague of the Year: Rina Depala a Store Colleague of the
Fleet investment
Holdsworth Foods is expanding its fleet of multitemperature vehicles with 19 new DAF vehicles.
Of the new additions, 16 are DAF XB210s, two are XB290s, and one is an XD340.
The XB290s and the XD340 feature purely electrically driven ECOOLTEC TM182 transport refrigeration units, which suit a larger, rigid, multi-temp application. These units are described as
‘revolutionary in the transport refrigeration industry’.
The TM182 makes use of the natural refrigerants R1270 and R744, which, unlike F-gases, do not contain any PFAS that are harmful to the atmosphere.
Holdsworth Foods supplies a wide range of chilled, ambient and frozen goods to caterers. Its head office is in Tideswell, Derbyshire, and it operates from 10 depots.
Year: Wendy Bartlett a Field Colleague of the Year: Scott Harvey a Depot Colleague of the Year: Tommi Noble
Also presented were awards for Depot of the Year – won by Bestway Manchester – and Store of the Year, which went to Central Convenience Store, Chulmleigh.
Exceptional service and contributions from retailers and suppliers were also recognised at the event.
Speciality
Wild Harvest, a premium ingredients supplier to the foodservice sector owned by Sysco business Fresh Direct, has launched a new range of over 80 speciality products aimed at the UK’s most discerning chefs.
The Wild Harvest Collection features ingredients sourced from trusted growers and suppliers across the globe, including Campbell’s & Co Smoked Salmon, Urbani Black Truffle, and Sosa ingredients.
Lukasz Niedzwiedziuk, head of transport, JJ Foodservice
‘I’m driven to achieve results’
What have been your biggest achievements in work and outside work?
My biggest achievement at work is my journey at JJ, from my first day to where I am now. I’ve grown through nearly every role in the transport department: starting as a driver, moving into admin, then becoming transport manager and now head of transport.
Each step taught me something, from managing deliveries and drivers to leading teams and making strategic decisions. It’s given me a deep understanding of the business, valuable qualifications, and the chance to build a department that runs efficiently and collaboratively.
Outside of work, my greatest achievement is my family. Balancing work with raising kids, staying active through running and hiking, and travelling together has been incredibly rewarding. Whether training for a marathon (not yet done!) or exploring new places, we share experiences that help us grow together.
Who has been the biggest inspiration to you?
I’m inspired by people who are truly passionate about what they do, whether it’s business, art, sport or science. I admire those who dedicate themselves fully, work hard, make sacrifices, and constantly strive to improve.
What were your ambitions when you were growing up?
I wanted to be a musician. I spent over a decade playing drums in a band. But everything changed when I first drove an articulated vehicle. The responsibility, the freedom – it just clicked. That moment led me to build my career in transport.
What are your interests outside work?
I focus on things that keep my body and mind active – sport, music and art. Whether it’s running, hiking, reading or going to a concert, these activities help me switch off, recharge, and come back with fresh energy.
How would you describe your personality and what approach do you take in business (and in life)?
I’m composed, positive and motivated. I stay level-headed and approach challenges with a solution-focused mindset. I’m driven to achieve results but also believe in being fair, patient and supportive. In both business and life, I value consistency and growth. I set goals, stay organised and keep improving, while maintaining a healthy balance between ambition and perspective.
What is your favourite film, book and song/piece of music?
Film: One Flew Over the Cuckoo’s Nest. Book: 1984 by George Orwell. Song: Jeremy by Pearl Jam.
If you won a holiday, where would you go and who would you take with you? Somewhere scenic – mountains or a beautiful coastline. I’d take my family. Sharing experiences and making memories with them is what makes a holiday special.
What would people be surprised to know about you?
I used to be a drummer in heavy metal bands – you wouldn’t believe it but I had long hair!
CCM
Opportunity knocked
Lukasz Niedzwiedziuk joined JJ
Foodservice in 2009, during what he calls the wave of Eastern European drivers. He knocked on JJ’s door and started straight away as an HGV driver. After a couple of years, he joined the transport office, staying close to the delivery team while gaining experience in operations. He progressed to transport supervisor then transport manager at both Enfield and Sidcup. Earning the Certificate of Professional Competence in Road Haulage led to his appointment as head of transport in March this year.
Businesses and people recognised for pushing standards higher
Arecord 950 guests attended the FWD Gold Medal Awards, which honoured excellence among wholesalers and suppliers, including rising talent.
Hosted by comedian Josh Widdicombe, this year’s awards recognised the individuals, teams and businesses that have gone above and beyond to drive success and resilience across the sector.
For the first time, suppliers were able to nominate their brands and products, contributing to a significant uplift in entries and making 2025 one of the most competitive years in the awards’ history.
A Special Recognition Award was presented to Elit Rowland, founder of Women in Wholesale (WiW). After a
decade championing equity, inclusion and representation for women across the wholesale channel, Rowland was celebrated for her vision and leadership in building WiW into a nationally-recognised movement. FWD has partnered with her for the past five years and will take ownership of the programme from January.
James Bielby, chief executive of FWD, said: “Every medal awarded represents businesses and individuals who have pushed standards higher, invested in their people, and delivered exceptional service in a challenging environment. We’re incredibly proud of this sector, its creativity, its commitment to customers, and its ability to keep the nation supplied no matter what.” CCM
2025 FWD Gold Medal winners
Wholesaler awards:
Retail Wholesaler
Parfetts
Foodservice Wholesaler
Bidfood
Wholesaler with Turnover up to £50m
Birchall Foodservice
Diversity in Wholesale
Creed Foodservice
Best Use of Data & Insight
Henderson Foodservice
Sustainable Wholesaler
Booker Group
Wholesale Star
Chloe Staniforth, Pricecheck (right)
Wholesale Manager
Leanne Fay, Booker Group
Customer Development
Sebastian Serrano, Bidfood
Star Driver
Joshua Davidson, Oliver Kay
Emerging Talent
Santosh Salunkhe, Dunsters Farm
Telesales Star
Jonny Carroll, Birchall Foodservice
Supplier awards:
Best Use of Data & Insight
Coca-Cola Europacific Partners
Best Service Provider
TWC Group
Overall Service Supplier: Kellanova Service Level to Wholesalers
Coca-Cola Europacific Partners
Best New Retail Product
Doritos Dinamita, PepsiCo
Best New Foodservice Product
Sharwood’s & Homepride cook-in sauces, Premier Foods
Best Marketing/Promotional Activation
Doritos Dinamita, PepsiCo
Sustainable Supplier
Radnor Hills
Emerging Talent (Supplier)
Alice Davies, Budweiser Brewing Group
Licensed Brand
BuzzBallz, Sazerac UK
Foodservice Brand
Hellmann’s, Unilever Food Solutions
Grocery Brand
Monster, CCEP
Diversity in Wholesale (Supplier)
Heineken UK
Leanne Fay of Booker is presented with the Wholesale Manager trophy.
Sebastian Serrano of Bidfood collects the Customer Development award.
Santosh Salunkhe of Dunsters Farm receives the Emerging Talent award.
Jonny Carroll of Birchall Foodservice is crowned the Telesales Star.
Big wins from small changes
Creed Foodservice has identified the trends it believes will shape the foodservice market in 2026.
The UK’s hospitality sector stands at a crossroads, according to Creed Foodservice. With consumer behaviour still reactive, strong economic headwinds lingering and expectations rising, operators must continue to adapt with both purpose and precision.
“In 2026 the challenge isn’t just to endure, but to survive, thrive and lead the change with agility and bold thinking,” says Gabrielle Evans, insights executive at Creed Foodservice. “Our mission is to empower operators with real insight and creative inspiration.”
In its 2026 Trends Report, Creed, which is part of Kitwave, has identified six key micro trends shaping the UK’s out-of-home food and drink landscape: Create Value: Consumers define value as more than just price – it’s about emotional reward, fairness and perceived quality. Affordable indulgences and premium comfort food that justifies the cost will dominate, notes Creed.
Pizza Express’ Pizzanaise, a new exclusive dip, is an example of a small product innovation that adds value to the customer without reinventing the whole menu. Greggs is also focusing on bringing value to its customers through its Rewards+ app, which gives the user price deals and freebies based on their purchasing habits.
Redefine Experience: Dining is about more than just food, it’s driven by the need for connection through experiences with friends and family. Operators are investing in social-first dishes, immersive environments, and hybrid spaces that combine function with feeling, to satisfy customers who are looking for more than just a straightforward meal.
Dishoom has fully embraced this move towards the experiential with Storytelling Evenings where themed dinners are brought to life with narration and music.
Green Intelligence: Sustainability has matured into measurable accountability, with social governance keeping it in check. Now an expectation from consumers, transparency of practices is key to show that what is being preached is being practised.
For example, Wahaca is making conscious decisions about its ingredient sourcing – the brand exclusively uses British regenerative beef and Marine Stewardship Council (MSC) certified seafood, and states this on its menus. Meanwhile, Compass Group is putting live carbon labelling on menus.
Embrace Digital: Tech is the invisible engine behind modern hospitality. While robot baristas and AI-powered menu suggestions are the future, essential technology for operators to currently embrace centres on social media, which drives discovery of venues and dishes – sometimes at speed – thanks to food trends turning into viral sensations.
Digital tools are also transforming team efficiency and guest experience with things like virtual training technologies and self-serve kiosks. Popeyes is an example of a brand taking it to the next level, using an AI voice assistant which understands regional British accents in its drive-thru lanes.
Evolve Health: Health continues to move beyond low-calorie and high protein options into functional, feel-good eating. Demand for gut health, fibrefocused meals, and mood-boosting ingredients is expected to grow across all sectors and with all demographics.
Brother Marcus is an example of an operator championing whole foods,
with its menus centred on Mediterranean dishes that are packed with seasonally sourced vegetables and other high-quality ingredients. The brand’s work with industry standard bodies like the Sustainable Restaurant Association and WRAP is becoming a blueprint for others who are looking to take a similar approach to their offering.
Ignite Flavours: Consumers crave flavour fusion – bold twists on nostalgic favourites, regional cuisine celebrations, and story-driven dishes that blend authenticity with excitement. Seeking adventure through eating, many are looking for global influences from Central and South America (Mexico and Peru), Korea and the Italian regions of Calabria and Sicily.
Nando’s is embracing this with its ‘Peri-Global’ series, a selection of limited-edition sauces that blend the periperi classics with flavours like Korean gochujang and Mexican habanero.
All of these micro trends can be dialled up or down to suit individual businesses. It’s not about trying to do everything, says Creed – if operators can understand their customer base, they can identify which trends are a priority to them and make choices that deliver maximum impact.
Rob Owen, executive business development chef at Creed, says: “Food innovation can feel like an overwhelming task for operators, but it doesn’t have to mean reinventing the wheel. Small changes with smart thinking can unlock big wins for businesses in this climate.” CCM
Many consumers are looking for global influences when they dine out.
Adventurous tastes
Cuisine-curious consumers are seeking authentic flavours from across the globe, offering a sales opportunity for wholesalers tuned in to their customer base and world food trends.
In recent years, the value of the world food category has surged as consumers seek authentic and accessible restaurant-style experiences that fit into busy lifestyles. Consumers also now have a greater tendency to try different cuisines that they’ve not experienced before.
“As a result, we’re seeing how independent and convenience stores have improved their world food aisle with more products and more shelf space,” reports Akash Mittal, brand manager (world foods) at speciality food importer and distributor Empire Bespoke Foods.
Innovation in ready-to-eat and heat-and-eat formats, combined with the rise of premium sauces, meal kits and fusion products, has also redefined how world foods are perceived. Nearly half of world food sales are coming from cooking sauces and cooking paste, accompaniments and ingredients while ready-to-eat meals are also gaining more sales which shows a balance between scratch cooking and convenience (Kantar).
Indian and Tex-Mex are the top two cuisines accounting for the vast majority of world food sales. “We are also seeing growth in other Asian cuisines including Thai, Japanese, Vietnamese, Korean, Singaporean, and Filipino, with 10% and 15% growth in Thai and Japanese respectively,” notes Mittal. “There’s also increasing demand for niche cuisines like Malaysian, Sri Lankan and Lebanese.
“Cash & carry operators can easily capitalise on this demand by ensuring they stock those ‘in demand’ cuisines and responding to global food trends as they develop,” says Mittal. “World food is no longer a niche market – cuisinecurious consumers are becoming increasingly adventurous, looking for bold, authentic flavours and regional diversity, especially with the rise of at-home cooking occasions.”
Empire Bespoke Foods is responding to the increase in demand for world food authenticity with new product development. It is currently working on a range of heat-and-eat Indian Dal + Rice kits under the Master Cook brand and is also developing a range of Asian sauces, including a Gochujang paste and a Gochujang ketchup.
In addition, it plans to take the Master Cook brand to multiple other cuisines, making it a prominent world food brand on shelves. The core idea behind this is to leverage consumer preference for regional authenticity and convenience.
Aiming for a balance between convenience and nutrition, Tilda, the UK’s number one rice brand (Circana), has launched Tilda Taste Travellers, a range of veg-packed, nutritionallybalanced, rice-based meals created in collaboration with children’s dietitian Lucy Upton.
There are four recipes – Mexican Rice Bowl, Japanese Katsu Curry Rice, Pesto & Pea Risotto, and Mild Thai Green Curry. Suitable for toddlers of three years old and up, every 220g pouch provides two of a child’s five-aday, is a source of protein and fibre, and is low in salt.
“With Tilda Taste Travellers, we want to set a new standard for children’s mealtimes – combining taste, convenience and health to support busy families,” says Anna Beheshti, head of marketing at Tilda.
“By developing the range with children’s dietitian Lucy Upton, we’re able to bring world flavours to children’s plates in a simple, convenient format that gives parents confidence in what they’re serving. And for retailers, it’s a strong opportunity to meet growing demand for quick, adventurous and healthy kids’ meal solutions.”
Tilda Taste Travellers (rsp £2) are being supported by PR, social media and influencer activity, alongside shopper marketing to drive in-store engagement.
Over at Windmill Organics, the Biona organic range has been expanded with three new products.
Italian Spelt Piadinas are traditional flatbreads from Emilia-Romagna, made with just organic spelt flour and extra virgin olive oil. Italian Spelt Pizza Bases are thin and crispy organic pizza bases made in Italy with ancient spelt grain and extra virgin olive oil.
The third new line is Hot & Chunky Organic Kimchi, which is made with organic napa cabbage, the traditional base of authentic kimchi, along with carrots, onion, garlic, ginger and a blend of spices. It is free from preservatives, artificial flavourings and added sugar.
Carmen Ferguson, brand manager at Windmill Organics, comments: “We are delighted to introduce these three new products which are all well-timed to match current food trends.
“We know many consumers are shifting from sliced bread and looking for more versatile bakery options which is why products like flatbreads and wraps are growing in popularity, so our new organic Piadinas should be well received.
“When it comes to the pizza category, shoppers are trading up and looking for more authentic, high-quality options so our new pizza bases will meet that need.
“Finally, with gut health increasingly on many consumers’ radars, our new hot and chunky kimchi delivers plant-based goodness via bigger chunks, a satisfying crunch and a warming kick.”
Meanwhile, in today’s foodservice landscape, chefs are under constant pressure to deliver bold, consistent flavours while balancing rising costs, limited kitchen space and labour shortages, reports Maria Chong, managing director of Lee Kum Kee Europe.
“For wholesalers, this means offering customers more than just a product, it’s about providing solutions and stocking a strong, on-trend range that operators can trust; partnering with established brands is like gaining an extended arm of support,” she says.
Lee Kum Kee’s latest foodservice launches – Chiu Chow Chilli Oil and Premium Mushroom Seasoning Powder – have been designed to address challenges that chefs are facing. “Each product is versatile, readyto-use, vegan-friendly, and capable of elevating everyday dishes without adding complexity, helping kitchens save both time and effort while maintaining exceptional flavour standards,” says Chong.
Another product that the company highlights is its Vegetarian Stir-Fry Sauce, which it claims is widely regarded by chefs as ‘irreplaceable’.
“Celebrated for its clean-label formulation and veganfriendly versatility, it delivers rich umami depth without compromise – offering the satisfying savouriness typically associated with meat-based sauces,” says Chong.
Lee Kum Kee is kicking off a year of support for the wholesale channel with high-impact promotions and seasonal activity across its foodservice portfolio.
“With Veganuary, Lunar New Year 2026 (Year of the Horse), Valentine’s Day, Easter and early spring trading on the horizon, now is the perfect moment for cash & carry and delivered wholesale partners to stock up and tap into soaring
demand for Asian flavours and plant-forward innovation,” says Chong.
The supplier offers the trade a comprehensive support package, including chef training, menu inspiration, sampling, digital assets, and social media content tailored for wholesalers and their customers.
Following a ‘Design Your Can’ competition, three limitededition designs of Supermalt are now available.
Launched in collaboration with The Windrush Generation Legacy Association, the competition created an opportunity for emerging artists from the Global Majority – who are often under-represented – to be spotlighted.
Tobi Ikusemori, trade marketing executive at Supermalt, says: “Supermalt is synonymous with Afro-Caribbean heritage, culture and community. The three incredible winning artists impressed the judges with their bold designs, powerful stories, and unique reflections of community, culture, and personal connection to Supermalt.” CCM
The year of global flavours
2025 has undoubtedly been the year of global flavours, according to George Phillips, commercial director at Wanis International Foods.
“We are seeing strong growth across all categories, but none more so than condiments. Consumers are dialling up flavour with sauces and marinades as an accessible way to explore world cuisines,” he says.
The surge in hot sauce demand has been particularly pronounced. Tropical Sun already offers more than a dozen hot sauces, ranging from the gently sweet Mango Chilli to the intense Carolina Reaper, and it has recently launched Smooth Scotch Bonnet Hot Sauce.
Some 53% of consumers are willing to pay a premium for innovative and globally inspired flavours (Mintel). Products such as Tropical Sun’s Great Taste Award-winning Jerk Seasoning continue to support the demand for easy, street-food-style cooking at home. The brand’s appeal lies in its broad cross-cultural relevance and its long-standing commitment to authenticity, quality and accessibility, says the company.
Whether serving established Asian, African and Caribbean diaspora communities or consumers seeking culinary adventure, stocking a broad and credible selection of world foods represents a compelling commercial opportunity for retailers, Wanis maintains.
Stand-out developments
Value, flavour, and environmental credentials are among the features that are driving innovation – and sales – in the tobacco and next-generation products categories.
The tobacco and next-generation products categories continue to be valuable for wholesalers and retailers, despite the huge scale of the illicit trade (see box). Meanwhile, a key focus for suppliers is innovation, with the aim of differentiating their offering.
Cigarettes
Imperial Brands has launched its cigarette brand Paramount in Northern Ireland. This follows the introduction of Paramount in England, Scotland and Wales last year.
Available in both king-size and super king-size formats, Paramount has maintained an rsp of £12.50 for the NI launch.
Since its introduction in the rest of the UK, Paramount has become the UK’s fastest-growing cigarette brand in 2025. According to Imperial, the brand has enjoyed particular success in independent stores, where it has achieved more than 5% market share, with customers already demonstrating brand loyalty through repeat purchase.
Its success, particularly in a dark market, reflects the growing demand for value options in the UK, with the value sector now representing nearly 37% of the UK cigarette market. In Northern Ireland the value sector has grown by 18% over the last year alone, reports Imperial.
Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, says: “The development of Paramount is a reflection of the continued demand for value products which do not compromise when it comes to quality.
“Many smokers of value products are open to trying new brands if the price is right, and Paramount has already established itself as our best value product in the rest of the UK.
This follows on from exceptional success in continental Europe too, and we are confident it will become equally popular in Northern Ireland.”
RYO and accessories
Republic Technologies UK has boosted the on-shelf appeal of OCB papers with modernised designs that bring the range closer together, as well as enabling clearer product differentiation and brand recognition.
The OCB range comprises Premium, Virgin, Organic Hemp, Ultimate and Rice Papers, available in both Slim and Slim & Tips variants.
The £129 million papers sector
continues to perform well, with value sales up 8% on last year (IRI), and the environmentally-friendly OCB range is the UK’s fastest-growing papers brand (Circana).
Gavin Anderson, sales & marketing director at Republic Technologies, says: “Shoppers still want quality and value, which OCB delivers, but the plus point for the range is its environmental credentials which offer a clear point of difference versus most other papers, and this is really resonating with roll-your-own purchasers.”
Republic Technologies also highlights its environmental credentials in the £76 million filters category (IRI) with its Just Paper Swan filter tips. The product is said to give consumers an experience that is similar to traditional cellulose acetate filters, but with a much lower environmental impact.
Vaping and smoke-free
Republic Technologies UK claims to have created a point of difference in the UK vaping market with its Smarter range. Incorporating new technology (patent pending), it is said to be the first vaping range with a no mesh coil pod system.
There are two products: the Smarter Mini (up to 800 puffs per replaceable pod) and the Smarter 6K (up to 6,000 puffs per refill) with a 2ml plus 10ml rechargeable tank.
Scale of UK illicit tobacco market
A nationwide survey of 6,000 smokers, commissioned by the Tobacco Manufacturers’ Association (TMA), highlights the scale of the illicit tobacco market in the UK: a 20% of respondents across the UK buy illicit tobacco every week, with the highest proportion being in London (24%), followed by the North East (22%) and Yorkshire and the Humber (20%). Even in the lowest reported regions (South West, Scotland and Wales) 12% of smokers buy illicit tobacco every week.
a 12% of respondents say they bought the brand ‘Manchester’, which is an ‘illicit white’ brand manufactured in Dubai almost solely for distribution and sale in illegal channels across the world.
a The biggest driver of the illicit tobacco market is the price gap between illicit and legal tobacco. The typical price of a 20-pack of illicit cigarettes bought by those surveyed was between £3 and £6, compared to the average price of £16.60 for a 20-pack of legal cigarettes (ONS). Meanwhile, the typical price for 50g of illicit handrolling tobacco was between £5 and £8, versus £40.09 for 50g of legal handrolling tobacco (Tesco.com).
The price gap will widen following a rise in tobacco duty rates, announced in the Budget last month. The increase in duty will be the RPI inflation figure of 3.66% plus an additional 2%.
The Smarter range incorporates the 12 most popular vaping flavours, as conducted by consumer research, including Strawberry Ice and Cool Mint.
An extensive range of PoS is available to drive in-store visibility and awareness, including display units, wobblers, tent cards, flyers and posters.
Vape brand SKE has launched its first 15K big puff device, SKE BAR 15K, to the UK market. The rechargeable device features a 2ml pod and 10ml e-liquid container, and comes in 16 of SKE’s best-selling flavours.
The new product has the SKE BAR look with a sleek design and transparent pods so that consumers can track e-liquid levels. It also includes a smart display and a battery that lasts up to 48 hours on a single charge. The device has an rsp of £12.99, with a 12ml refill at £7.99 rsp.
Philip Morris Ltd (PML) has unveiled a new look for its Terea range, designed to help adult nicotine users easily find their favourites in store.
The updated design is featured on all 16 variants in the UK, each created to deliver a consistent tobacco experience when used exclusively with IQOS Iluma. The variants remain unchanged in quality, taste and aroma.
Nicotine pouches
Zone, a new brand of nicotine pouches, has been launched by Imperial Brands in the UK.
Manufactured at Imperial-owned factories in Europe, Zone is available in five flavour options: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. Packs have an rsp of £6.50 each and contain 20 nicotine pouches in a new, slimmer format for better mouthfeel and discreetness.
With nicotine pouches left in the mouth for up to 30 minutes, fresh flavours currently dominate the category, reports Imperial. Research indicates that mint is the current preference for flavour, accounting for 70% of purchases, but fruit flavours are gaining traction among customers. As a growing category, 9-12mg strength products currently account for 43.4% of the nicotine pouch market, and Zone is therefore available in a 10mg nicotine strength across four of its flavours. Cool Mint and Berry Blast also come in a 11mg nicotine strength.
Andrew Malm, UK market manager, says: “With the category volume predicted to grow by 234% in the next five years, the opportunity to develop an alternative high-quality nicotine solution for the UK market was significant.
“Zone is the result of extensive research and product development to ensure our high-quality nicotine product
Countdown to VPD and VDS
From 1 October 2026, a new excise duty, Vaping Products Duty (VPD), will apply to all vaping liquids (or e-liquids) sold or supplied in the UK, at a flat rate of £2.20 per 10ml, reports HMRC.
Also from 1 October 2026, Vaping Duty Stamps (VDS) must be attached to individual vaping products. A sixmonth grace period will apply to older vaping stock already in place for retail sale.
From 1 April 2027, all vaping products outside of duty suspension in the UK must carry a duty stamp, and the sale of older unstamped stock will be prohibited. Noncompliance with the new requirements may result in civil or criminal sanctions.
When packaged for UK retail sale, any vaping products stored in approved places, such as an excise warehouse, can only be moved in duty suspension once. VPD must be paid when vaping products leave the duty suspension stage, upon release to the UK market.
From 1 April 2026, any business involved in the manufacture or importation of vaping products, or storage of duty-suspended vaping products, must apply for approval from HMRC to continue operating lawfully in the UK once VPD and the VDS scheme come into effect.
HMRC is urging all affected businesses to prepare now as approval may take up to 45 working days.
matches the expectations of consumers, as well as providing a great business-building opportunity for the retail trade.”
Some 42% of nicotine pouch users say they are going to use more nicotine pouches in the next six months (Impact).
Scandinavian Tobacco Group UK (STG) has added two more variants to its XQS nicotine pouch portfolio. Cola Lime and Fizzy Peach are available with a strength of 8mg and an rsp of £5.50. Both flavour additions are beverage-inspired, which is on-trend with consumers at present, says STG.
The nicotine pouch category is currently worth just under £182 million (not including sales made online) which represents volume growth of 65% on the same time last year (IRI).
Whilst the majority of sales are made in supermarkets, they are growing fastest in the convenience channel. Pouch sales have received a further boost since the ban on disposable vapes in the summer, with many former vapers now entering the category, the company reports.
STG’s UK head of marketing Prianka Jhingan says: “These latest two additions to the range perfectly encapsulate what XQS is all about –matching flavours to deliver exciting taste sensations which are familiar, fresh, and ready to stand out. Both these new variants bring long-lasting big flavour energy which we know pouch users will love.”
