Bestway throws down the gauntlet to rivals with own-label “amnesty”

Bestway Wholesale is targeting rival own-labels with a product “amnesty” to tempt customers to buy its newly relaunched value Best-In Essentials range.

The group, including the Batley’s fascia, is inviting retailers to exchange one SKU from a selected competing own-label line for one free case of a “like-for-like” product in what it believes is an industry first and a demonstration of its “total belief in the value and quality” of all the items under the new branding. The relaunch replaces the Best-In Economy range and comes with “Great British Value” price mark branding.

There are six fast moving products eligible for the product “amnesty”. All customers have to do is bring one individual packet, tin or bottle of the selected products into their nearest branch and it will be exchanged for a case of the equivalent Best-In Essentials product line.

The six “amnesty” product lines are: Baked Beans 12x400g; Milk Chocolate 10x100g; Digestives 18x300g; Chopped Tomatoes 12x400g; Lemonade 6x2ltr and Granulated Sugar10x500g

The offer is limited to one case of each product per customer but customers can claim all six lines as part of the promotion.

Nick Brown, Best-In own-label manager said the 30-strong Essentials line-up included newly sourced, quality products that were priced to sell and delivered up to 30% POR for retailers. “The new branding and packaging is bright and contemporary and has been designed to attract attention and stand out above the rest on store shelves.”

He added: “Our Best-In brands have always represented excellent quality and exceptional value. The new Best-In Essentials range continues this heritage and extends this idea to thirty-four everyday items that you find in every British home.

“In these uncertain and turbulent economic times, the nation is always seeking exceptional and consistent quality at a fair price. The new range, with the Great British Value price mark, delivers on all counts. This brand was conceived to help build loyalty for retailers so it’s almost expected that Bestway should deliver an initiative like this ‘Great British price fighter’ for all local retailers. Best-In Essentials is a people’s champion!”

Best-In Essentials goes on sale from September 14 in all Bestway and Batleys depots and includes grocery lines such as chopped tomatoes, biscuits, coffee and tea, plus household products such as washing-up liquid, bleach and bathroom tissue. Overall the Best-In own-label range is seeing growth of just over 11% year-on-year.

Brown added: “We have great belief in the product range’s quality and value and, in a sense, are putting our money where our mouth is. We really want to get the value message across to all our customers and we felt this was a novel and creative way to do that – especially as the own label sector is in healthy growth at the present time.”

The promotional “amnesty” runs until November 8 on a first-come, first served basis.

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