Booker is refreshing its entire own brand proposition with the wholesaler launching three newly created catering brands under the names Chef’s Essentials, Chef’s Menu and Chef’s Premium.
The three brands will each have their own identity and positioning, giving chefs and operators three pricing tiers and a good, better, best option for a range of best-selling categories.
Frozen chips and fries range is the first Chef’s re-launch with ten new SKUs available to the hospitality sector, including pubs and bars, hotels and restaurants, street food trucks, fast food outlets and takeaways, and QSR and casual dining venues.
Read more: Booker increases size of catering trade show
Karen Poole, head of own brand and product, from Booker says: “This is an exciting evolution for us as we’re embarking on a journey to refresh, reinvigorate and reposition our own brand ranges under our three new Chef’s brands, with a bold packaging refresh to deliver clear product differentiation and brand recognition. We have undergone a major review with a tight focus on value, choice, quality, reducing food wastage and giving chefs the tools and ingredients they need to make their menus work harder.
“We strategically decided to lead our Chef’s brand overhaul with our frozen fries and chips core proposition; improving the formulations and coatings to ensure each variant has a satisfying crunch, fluffy centre, retains its heat and stays warmer and tastier for longer – however they are served.
She adds: “This is the first in a series of range reviews and we’re working on relaunching several other key categories this year so watch this space. We’re keen to remain agile as a business, meet evolving consumer demand, and work with our foodservice and hospitality customers to give them the products they need to remain competitive.”
