Fresh to Store, the new owner of Kerryfresh, is introducing 100 new products to its line-up, including new value ranges, more Price Marked Packs, and better returns for retailers.
The company, which has been formed following a management buyout of the Kerryfresh chilled delivery business from Kerry Foods, said retailers can also expect “something new every week” as it looks to help them maximise opportunity in the fast-growing £3.8 billion chilled convenience market.
A new 400-strong product catalogue has been produced, which features a range of familiar fresh and chilled brands including Wall’s, Mattessons, Tropicana, Cathedral City, Müller, Richmond and the Urban Eat range of sandwiches, as well as a list of new additions including Yollies – the world’s first yoghurt on a stick – and a new range of value, longer life sandwiches from Snacksters.
More PMPs and lower prices across the range will also be a feature of Fresh to Store’s proposition, while new ways for retailers to order are also planned.
Kerryfresh features such as sale or return on key lines throughout the range will remain in place, as will single unit orders on hundreds of products. No minimum order, immediate availability on everyday essentials and six days a week delivery to potentially every GB postcode will also continue.
Managing Director Darren Haynes said the new business, which already serves more than 11,000 retailers, also aims to reinforce how it can act as a fresh and chilled one-stop shop for retailers with chillers up to four metres in length, while establishing new relationships with independent retailers, symbol group retailers, wholesalers and major retail chains are all priorities.
“This is an incredibly exciting time to be involved in the fresh and chilled category, with convenience sales set to grow exponentially over the next few years,” he commented.
“Fresh to Store will be at the forefront of helping retailers meet this growth, acting as their very own fresh and chilled mobile cash and carry with a host of new offers and something new and different every week, be it a new and innovative way of ordering or a new price marked pack on a best-selling line.”
Joining Haynes in the new management team are a number of former Kerry Foods employees with many decades of top level experience in the food and drink industry.
Trading Director Sue Cronin-Jones has responsibility for buying and marketing functions, while Business Development Director Dave Hayward will also oversee customer service and customer sales.
Andrew Redstone heads up the 468-strong Field Sales team as Operations Director. Finance Director Rob Eustace, and Supply Chain Director Jeremy Fitton complete the line-up.
The business, which has also secured a new nationwide fresh and chilled delivery contract with WH Smith Travel, will continue to trade under the Kerryfresh banner for the time being, with a branding change planned for 2016.
