Bestway is hoping to get its customers to capitalise on “the insatiable consumer appetite for authentic, exotic food” with the launch of “world food” departments across 12 strategically-placed depots in its estate.
The growth in world foods shows no sign of abating with a market value of over £1.5bn and continuing to grow year on year. The launch of the 12 hubs will offer retailers the widest range of products from seven key regions: the Caribbean, Europe, Mediterranean, Africa, Middle East, South Asia and the Far East.
Umar Sheikh, category controller for World Food explains: “The vast majority of true, authentic world foods are consumed by the various ethnic groups. As the UK becomes more multi-cultural, there is a greater need for familiar, trusted products that have authentic, provincial flavours as consumers yearn for the taste of home.
“The range we now offer has been carefully selected by analysing the demographic of each World Foods Hub. The new range extends over all continents yet compliments the variety our retailers want, and need to stock.“
Sheikh also says there is significant growth in the mainstream UK population for more authentic foods fuelled by cookery programmes such as Master Chef and a desire to eat more adventurously.
“Many consumers want to develop their cooking skills and using authentic, quality products plays a key role in this culinary process. Having over 15 years of experience in the restaurant industry and as a chef, the one thing I know is that everybody wants a shot at being a gourmet at home,” he continues. “At Bestway and Batleys, we want to make this possible by showing our continued support for the independent sector in servicing the consumer.”
The project sees branded Wold Foods aisles installed in 10 Bestway and two Batleys depots with products grouped and clearly signposted by area of origin rather than product category. The depots now stock key brands such as Laila, Greenfields, Akash, Elephant, Gits, Bestway’s own White pearl range of 300 products, and more.
All Bestway and Batley depots carry an extensive range of world foods but the 12 World Foods depots stock a much wider range from more countries stocking in excess of 800 specialist product lines – many of which Bestway is the exclusive importer into the UK.
The 12 World Food hub depots are: Bestway – Southall, Hackney, Park Royal, Croydon, Luton, Lewisham, Leeds, Leicester, Manchester and Birmingham; and Batleys – Bradford and Glasgow.