It’s not just the success of its 300g, 150g sharing and 40g handy packs through retail outlets but its current drive into foodservice, too. This is a first class brand with great potential.

We have expanded our range of Polish products, enlarged our ethnic foods section and are putting promotional effort into both Diwali and Halloween. Yet we have completely overlooked British Food Fortnight. We really must find out more about this worthy event and let the organisers know wholesalers can a play a part too.

Our buying team are puzzled by Asda’s intent on weeding out ‘needless duplications’ in order to offer customers real choice. Does it really believe it can achieve anything by threatening brands like Walkers or Haagen-Dazs. Or is this just another crude way of getting more money out of suppliers? We really value and nurture trading relationships with all our suppliers.

Lidl rarely fails to surprise me and its current sea foods promotion is outstanding. Its quality Norwegian Dry-cured Smoked Salmon has always been a great buy at pound;2.29 for a 200g pack but now it is embracing a vast range of chilled and frozen sea foods and specialities that go well beyond the offering in most multiples. We have something to learn from them, and Aldi too, although product presentation and staff attitudes leave a lot to be desired. As the Sunday Times said: “A cheap but not particularly cheerful experience.”

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