The range is on sale at pound;1 a tube at Waitrose and Sainsbury’s, and a pound;2.49 BOGOF at the Co-operative. As a consumer I now value this product at pound;1 and will not pay any more.

While disappointed that Seabrook and Symington’s have taken their most interesting new bread crisps to trial at Morrison’s, there are plenty of other opportunities for us in the pound;638m sharing snack market to profit from.

A family friend running a symbol group store tells me he has taken on a cash and carry own brand economy range at the expense of his usual wholesaler brand and his customers are really enjoying the lower prices. He too is happy with the excellent margins the new range provides. As things get tighter, customer buying habits are changing. Spar’s new managing director Debbie Robinson says own label remains a struggle for the convenience sector, but that doesn’t seem to be the case for cash and carry operators like us, who are making great progress at the moment.

We await with interest results from the Tetley Tea biscuit range trial through Nisa stores. Success could lead to more cross-over branding in the future.

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