Fairway Foodservice own-brand

Fairway Foodservice has outlined plans to increase its own-brand range to more than 650 products by the end of 2020.

Since it introduced its new-look own-brand range, Fairway Assured, earlier this year, the buying group is said to have experienced an immediate increase in sales.

It is now looking to capitalise on this with 80 products, many this year, to the range and has started the process with the introduction of tuna chunks, pasta, floured tortillas, and award-winning king prawns.

Fairway’s purchasing director, Steve Jeavons, said: “Our own-brand products are very well known for their quality matching or being better than the leading brands, at a lower cost. The launch of Fairway Assured as a brand, accompanied by new packaging, has cemented our position as the leader in the field. We listen to our 20 members and the message has been very clear: add more products to the range.”

“We have an ambitious goal of increasing the range from 570 to 650, but the most important aspect is ensuring our benchmarking exercises maintain the quality of the range. It’s certainly done that with the introduction of tuna chunks, raw peeled king prawns, floured tortillas, and our pasta range. The feedback has been incredibly positive so far and I’m excited to see how the range develops from here.”

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. Paul can be found on Twitter on @BW_PaulHill, or can be contacted via paul.hill@newtrade.co.uk and 020 7689 3376.

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