Bestway starts the roll-out for its new Best-in brand identity

Best-in, the own label brand from the Bestway Group, unveiled its new logo for the first time this week on a new range of cookies. 

The cookies herald the start of a roll-out of the new logo across the entire Best-in brand over the coming months. The rebranding is not only intended to provide all Best-in products with greater visibility and on-shelf appeal, but to also ensure that all products comply with current food packaging and labelling regulations.

In addition to traffic light nutritional information on three sides of the pack, allergens will be in bold text in the ingredients list with recyclability also flagged. This is part of the wider CSR commitment by Bestway Group to ensure that all products in the company’s own-label range conform to the standards laid out in the group’s public health target.

Younus Sheikh, managing director of Bestway is adamant this is the way forward, “Bestway signed up to the Public Health Responsibility Deal and took a pledge to take action across the business to improve public health to both our employees and customers. This included adopting a clear format for nutritional information on own brand packaging which exceeds current regulations. The Best-in rebrand will ensure that consumers have transparency and increased confidence in our own-label offering and will see the range continue its double digit growth year on year.”

The premium-style cookies will be available from all depots from Friday September 13 in five flavours: Choc Chip, Choc Chip and Hazelnut, Choc Orange, Peanut and finally Fun Cookies – topped with candy coated chocolate drops.

Each 135g pack (150g  for Peanut amp; Choc) is dual price-marked @ 69p per pack and “2 for £1″ and available in a small cash and carry pack of three – allowing retailers the flexibility to stock a greater range of variants.

“We’ve listened to retailers and developed this product specifically for the independent retailer.  The majority of own-label cookies come in roll packs but we wanted to combine a value proposition with a premium product so the new range is available in striking boxes which communicate the quality ingredients used in the manufacturing process,” said Nick Brown, Best-in buying manager.

“Retailers also told us they had concerns over space so, in a first for Best-in, Cookies are now dual-faced allowing the range to be displayed either horizontally or vertically on shelf while still retaining shelf stand out. Cookies will also have a special introductory launch price of £1.29 for the 3pack outer delivering an impressive 37.6 POR. Alternatively retailers could offer Cookies as a great ‘£1 line’ and for that the consumer gets not one but two packs,” Brown continued.

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