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We, too, are always looking for better prices but this is a step too far. Own brand food and drink suppliers will be hard pushed to find the money and should resist these bully boy tactics.

Branston intends to increase its presence in our sector and grow its hard won market share of the baked beans and canned spaghetti market. The problem with its pound;2 off voucher, which appears in trade magazines, is that it is valid against a single case, and therefore is unlikely to find its way into the pricing structure and deliver additional consumer value.

Heinz will be looking at other ways to reveal what beanz meanz to them, but an extended programme of new flavours, like the new Thai variant, may not halt Branston’s progress.

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