Sweet inspiration: Bestway launches premium own-label range

Bestway Wholesale this week launches a new premium range under its best-one own-label offer – best-one Inspired, which aims to capitalise on the growing shopper trend for more indulgent own label products.

The new range of 15 products covering including all-butter cookies, hand cooked crisps and high-fruit content conserves have been launched to tap into premiumisation which is driving growth in many convenience categories, the wholesaler says.

Ed Smeaton, director of Trading for Retail at Bestway Wholesale, said the rationale behind the launch saying “Shoppers are really buying into premium own-label. Premium own label has increased its share in the multiple retailers from 5.6% to 6.1% over the past year and is worth over £3bn in grocery. It’s not a fad with 88% of shoppers now buying into premium own-label. With more consumers shopping local, little and often, best-one Inspired will help independents capitalise on this opportunity. Not only does it tick the box for shoppers but by encouraging shoppers to trade up, it increases basket spend and profit for the retailer.”

The best-one Inspired label is bold in its design with all products having the impactful black livery base for shelf stand out. Despite the premium nature of the products, all products benefit from a competitive price-mark mechanic allowing retailers to communicate the fantastic value proposition. Smeaton continues “Shoppers don’t necessarily want cheap – they want value. In the case of best-one Inspired Pesto alla Genovese there is 16% more basil in our product than in the market leader. In best-one Inspired Cherry Conserve there is 55% fruit content – 5% more than the market leader – yet we have made indulgence affordable and are communicating this to shoppers via on-pack price-marking.”

The full best-one Inspired line up comprises:

  • Three all butter cookies variants – Belgian Chocolate Cookies, Belgian White Chocolate Chunk Cookies, Sultana Cookies;
  • Two Italian pestos – alla Genovese and alla Rosso;
  • Three Hand cooked crisps packs – Sea Salt. Sea Salt & Cider Vinegar, Mature Cheddar and Caramelised Red Onion;
  • Cherry Tomatoes in a rich Tomato sauce;
  • Three high fruit conserves – Cherry, Strawberry and Blackcurrant.

All best-one Inspired products deliver a retailer PoR of over 30% and a special launch promotion throughout August will see a guaranteed 40% POR for retailers across conserves, cookies and tomatoes.

Smeaton concluded: “best-one Inspired gives independents a label on which they can compete on quality and price with the supermarkets’ premium offer and a real point of difference. We have plans to introduce many more products over the coming months to help retailers drive sales and loyalty with shoppers.”

Best-one Inspired products are available exclusively from Bestway and Batleys depots and online.


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