Brakes launches everyday products range


Brakes has announced the launch of a range of everyday product named which are said to offer low prices and unrivalled food safety standards.

The foodservice wholesaler’s sister company Sysco says that this marks the first step in a Europe-wide implementation of this strategy and draws on all the technical, CSR and chef led benefits of Brakes own label brand, but with tiering that makes it easier for customers to find the products they want, at the price they prefer.

Read more: Brakes adds 600 new lines to light equipment range

‘Brakes Essentials’ includes meat, poultry, fish, bakery and store cupboard essentials, all benchmarked for quality and taste, so that customers can be sure they are as good as, if not better than, comparable economy products. The products feature new packaging specifically designed to make storage and preparation as easy as possible.

They carry larger, more prominent product information, including code, pack size and temperature, new illustrations to help identify the product quickly and easily, and a standardised layout for key information such as ingredients, allergens, and cooking instructions, so customers will always know where to look for this information.

“As well as making our range easier to shop, ‘Brakes Essentials’ will support our customers’ business needs by fulfilling their demand for value for money on everyday essentials” said Brakes customer marketing director, Leon French.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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