The Wholesale Group has launched a foodservice range that comprises more than 300 products, includes products from both Confex and Fairway Foodservice’s previous ranges that will be available exclusively to the buying group’s members.
Consisting of two sub-brands, CHEF Prestige (premium ingredients) and CHEF Hygiene (cleaning and hygiene solutions), the range will be supported by a product development plan for 2025 and beyond to ensure the range reflects upcoming trends and remains relevant and fresh.
“Industry research consistently highlights the importance of a strong own brand range for foodservice wholesalers and operators, so we are delighted to launch the CHEF Assured range which builds on the successful foundations of CORE and Fairway Assured,” said Coral Rose, co-chair, The Wholesale Group.
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“At the heart of the CHEF Assured range is value, quality and purpose. Every single product in the range has earnt its place based on sales and customer feedback and consistently performs under pressure,” said Rose. “We have developed the range utilising our members’ extensive industry knowledge and expertise to provide one trusted brand offering three professional solutions for all kitchens.”
The launch of CHEF Assured will be supported by a full promotional calendar and a ready-to-use toolkit of sales resources and marketing materials to drive awareness and engagement.
The Wholesale Group has 257 members and a group turnover in excess of £4.5bn, representing more than 13.7% of UK wholesale.
