Booker has launched a major price investment initiative, with the wholesaler’s ‘Value Hero’ campaign claimed to focus on value for caterers, chefs, foodservice operators and hospitality venues.
Running throughout the course of 2026, the campaign focuses on key profit-driving lines across multiple categories – both branded favourites and Booker own brand trusted lines. There will be 221 products under the scheme at launch, including essentials such as milk, chicken, bacon, napkins and blue roll.
Value Hero will include new branding to signpost included products. It will be implemented across all 190 branches, on Booker’s website, and across all marketing communications and digital channels. Full branch takeovers will also help highlight the proposition – from car park banners, bollards and posters to freezer vinyls, pallet wraps and shelf edge tickets.
Read more: Booker set to launch product guide next month
Sheila Gallagher, Booker’s chief commercial officer, said: “With this investment, we’re doubling down on our commitment to quality, value, service and ensuring our foodservice customers can access the products they use the most, at prices that support their profit margins.
“We’ve listened to customer feedback and are responding to the changing needs of the sector. It’s a challenging marketplace with cost pressures from all angles, and we’re here to support our customers throughout the year – from pubs and restaurants to chip shops, takeaways and cafés. They’re busy running wonderful businesses, so we want to make purchase decisions as easy as possible – with Value Hero we’re assuring them they are getting outstanding value on purchases that work the hardest for them, strengthening our pricing position to give customers consistently competitive prices.”
