Unitas Wholesale credited supplier collaborations with aiding its 2% growth in retail in 2024 at a Senior Supplier Briefing last week, highlighting “standout partnerships” with PepsiCo and Suntory.
Data from TWC showed that Unitas had outperformed the convenience market in Biscuits (+ 82%), Confectionery (9.1%) Crisps, Snacks and Nuts (+2.2%), Soft Drinks (+6.8%), Vape and reduced risk (+32.5%) and RTDs (+9.2%).
Managing Director John Kinney revealed that Unitas Wholesale had returned an increase of 17% in revenue for its members during 2024, and a 35% increase since Unitas was formed in 2018. He also announced an additional £2m bonus fund to reward members for engagement and compliance in group-wide promotions, with further details to be revealed at the Connect25 trade show in March.
The group claimed that PepsiCo’s Walkers’ Flamin’ Hot activation had delivered £300,000 of sales at the Unitas trade show, while Suntory’s Blucozade had seen Unitas members selling out in the first six weeks of launch to deliver an additional £1.7m in sales.
Trading Director Cheryl Hope praised Swizzles for its “fabulous digital execution” across depots and members’ digital platforms and Premier Foods’ summer BBQ activations which delivered a huge 92% value and 106% volume growth.
Kinney added: “While there is no doubt 2025 is going to be a tough year with rising costs, these examples prove how this channel remains an efficient and excellent route-to-market for our suppliers’ products, and those suppliers who work with us to drive awareness and distribution really do reap the rewards.”
