Booker is adding 70 new food and drink lines from five global regions which all form part of a new World Cuisines sub-brand, which have been made available in 57 strategically selected depots.
Following research into consumer demand for world foods within the dining out-of-home market, the new World Cuisines range will feature Greek, Turkish, Italian, Indian and African-Caribbean, as well chicken shop products.
Aimed at the hospitality and catering sector, the Booker sites chosen to supply the range have been selected based on their customer demographic, the types of cuisines on offer and in growth from dining outlets in their catchment areas.
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Mark Suddaby, Booker’s director of trading for Fresh Foods, says: “This is a unique launch for us as it’s highly targeted, based on customer feedback and interviews, research on the local landscape, and data on the growing consumer demand for ethnic and world cuisines. Our initial focus will be on urban and city centre-based branches, particularly those with international populations and a high level of home delivery restaurants, takeaways and dark kitchens.
“Our World Cuisine champions have already identified opportunities for premium world foods, ingredients and brands from specific regions, popular with different demographics across the UK. Our new range is tailored to suit evolving regional food preferences and we have insights to show growth in demand for the five global cuisines we have selected, as well as for chicken shop foods and ingredients. For example, our London branches will stock a more extensive African-Caribbean range, while Bristol features items from all five of our global regions to cater for the ethnically diverse dining out scene in and around that area.”
