Best-one, the new own–label offer from Bestway Wholesale is proving a hit with retailers and has posted strong growth after just one week in the market, the wholesaler said this week.
Initial tracking of the launch products has seen overall growth against the previous Best-in brand of +26% in value and +40% in volume sales in the initial two-week period since launching at the beginning of July with volume sales of biscuits and soft drinks growing by 96.7% and 39.8% respectively.
Ed Smeaton, director of trading, said he was ‘delighted’ with the label’s performance.
“The results thus far are extremely positive with growth across all categories,” he said. “To have significant double digit growth at this early stage from unaffiliated retailers is fantastic news and I am confident that this growth will continue as more best-one products hit retailers’ shelves and we crank up promotions within out best-one and Xtra Local symbol and retail clubs.”
“The new on-pack graphics deliver a modern, fresh and contemporary look for the brand designed to create greater impact on shelf and deliver a higher rate of sale. As well as attractive designs and photography a major focus of the new range is the quality and benefits of the products. This may involve calling out 1 of 5 a day or the whether the products is a good source of fibre and protein. All of these components combined mean that the range has real shopper appeal.
“The rebrand is not only cosmetic with many of the best-one products reformulated to reflect shopper demand for better quality ingredients and taste delivery while retaining the PMP mechanic to shout value to shoppers and a typical POR of over 30%.”
This month will see a minimum 40% POR promotion across selected soft drinks including 2 litre take home carbonates, its new sparkling water 1ltr variants (Apple & Raspberry / Lemon & Lime, pictured above) and impulse plain waters.