JW Filshill is collaborating with fellow wholesaler Eden Farm to drive growth in the frozen food category across its KeyStore fascia.
The Farmer Jack’s promotion is using a ‘Feed the family for £5” tag that is currently being trialed in 22 KeyStore outlets across Scotland, with the early results have showing an uplift in rate of sales and volume.
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Stuart Auld, Filshill’s category buyer for food and third-party supply, explained: “The frozen food sector can be challenging for independent retailers, so we have worked closely and collaboratively with Eden Farm to find solutions that work for KeyStore retailers to help them maintain profitable margins and ease of supply.
“We’re also very aware that shoppers’ budgets are squeezed just now due to cost-of-living pressures, so we are offering a competitive ‘Feed the family for £5’ deal that offers retailers’ customers a choice of protein, vegetables, a potato offer, and ice cream. The deal allows shoppers to purchase a full meal, including dessert, for just £5.”
