Caterforce rebrands its own-label range


Foodservice buying group Caterforce has relaunched its new-look own-brand range Chefs’ Selections to customers following expansion of the product range and brand redevelopment.

Consisting of over 350 products across grocery, frozen, chilled and non-food categories, the range generates more than £35m in turnover, and is available to customers across the UK and Ireland via Caterforce’s network of eight delivered wholesale members.

Nick Redford, managing director of Caterforce, said: “A great deal of work has been put into further developing the Chefs’ Selections brand, and we have drawn very much on the passion for food within the business and for offering the best products and service to our members’ customers.”

The relaunch also gives members’ customers a range of new product offerings following a significant NPD drive led by Caterforce’s development team. The buying group say this approach means Caterforce can offer innovation throughout the Chefs’ Selections range to enable end users to tap into the latest consumer trends and maximise opportunity.

Redford added: “Our NPD team has dedicated time to identifying trends and interpreting them for our customers. We want to make sure there is great variety in the range and that we’re offering caterers a good choice of innovative products to add to their menus.”

Some of the newest Chefs’ Selections products include a violet and blackberry cake, drinking chocolate and 100% extra virgin olive oil, as well as tapping into the casual dining trend with products like chunky chips and rustic Barra Gallega bake-off rolls.

In addition, the brand has been given a new look, which Caterforce claims embodies the values of the new Chefs’ Selections brand which is being rolled out across packaging, member publications, advertising and at events: “We believe in the quality of our products and we’re confident that the passion and knowledge that exists within Caterforce will enable us to meet our ambitions as market leader in foodservice,” Redford said. “The new look of the Chefs’ Selections brand truly reflects that confidence, knowledge and passion.”

Avatar photo
Helena Drakakis is a journalist for betterWholesaling. Liaising with some of the leading suppliers and industry experts, she aims to bring wholesalers the best advice, latest news and inspiration.


This site uses Akismet to reduce spam. Learn how your comment data is processed.