Own brand: What’s in a name?
When it comes to delivering value and quality, a great own brand range is the ultimate secret weapon for retail and foodservice wholesalers. We find out how…
In retail, the appeal of own brand is crystal clear. “In retail, great value always cuts through the noise,” says Milan Pinnock, Own Brand Marketing Manager, Unitas.
“Right across the retail channel, customers are looking for great prices on the products they need, and this is where a great own brand can really enable wholesalers and retailers to shine.”
This is backed up by research from International Supermarket News, which reports that the market share of private label goods is now approaching an impressive 60%. It’s clear that UK shoppers are increasingly turning away from branded products towards cheaper alternatives, driven by competitive pricing and the continued popularity of discounters.
For Unitas, its Local Living own brand has focused on delivering three key elements. “Local Living stands for quality, consistency and value; these help independents compete confidently in a fast-changing retail landscape,” said Pinnock.
“The range isn’t just about great quality and affordable price though, it’s about supporting Unitas members and helping their customers to grow. By offering credible own-brand products across a range of categories, Local Living empowers independent retailers to offer value and comparable alternatives to the leading brands.”
With firm plans to grow the range throughout 2026, Local Living is central to Unitas’s commitment to supporting its members. “We’re continuing to invest in product development, standout value and consumer insight to ensure the range keeps evolving; strengthening margins, driving shopper loyalty and, of course, helping independent retailers grow.”
While buying groups have long embraced the benefits of own brand, individual wholesalers such as Bestway, Lioncroft Wholesale and Parfetts have all launched their own product lines to stock alongside the the bestselling brands.
“In order to compete with the discounters and supermarkets, convenience retailers have to provide their shoppers with product choice at every price point,” says Dr Jason Wouhra OBE, CEO, Lioncroft Wholesale. “However, a great own brand doesn’t simply offer great value, it also provides quality products that have been designed to meet the specific demands of customers.”
The Lioncroft range was created to provide the wholesaler’s retail customers with an ethnic food range of kitchen essentials such as cooking oils, dried fruits, flour, pulses, tinned goods and spices. “Every product in the range has been carefully sourced to identify the best ingredients, but in a range of pack sizes to suit our customers’ needs, such as our 2kg, 5kg and 10kg cooking oils.”
LOYALTY
An additional benefit to stocking a successful own brand is the increased customer loyalty. “There’s no doubt that offering products that customers can’t buy in other stores provides our retailers with a competitive edge,” says Wouhra.
FOODSERVICE
Own brand is an invaluable way to drive customer loyalty in foodservice, too. Caterforce’s Own Brand Marketing Manager Rebecca Woollam agrees: “A strong own brand range helps wholesalers to strengthen customer relationships through exclusive, dependable products. In a value-conscious market, a trusted own brand strengthens the wholesaler’s reputation, proving that quality and value can go hand in hand.”
Christa Heydon, Director of Marketing, Bidfood says: “Our customers consistently tell us that they value reliability, affordability and efficiency. Our own brand development reflects what matters most to our customers: quality they can trust, pricing that supports their business, and products that help them perform at their best every day.”
Bidfood takes into consideration market trends and customer feedback to ensure all new own brand products reflect demand.
“Our category managers work collaboratively with colleagues across buying, product development, quality assurance, technical and marketing teams,” says Heydon.
Time pressure also remains a constant pain point for busy kitchens, says Heydon. “That’s why our range includes ready-to-use and pre-prepped essentials, helping chefs save both time and money. Our products are created to support speed and consistency in service, allowing chefs to produce high-quality, reliable dishes even under pressure. This focus on efficiency and performance has been key to how we’ve developed our range, ensuring it meets the real demands of today’s kitchens.”
Woods Foodservice has just launched Spence, a range of approximately 150 kitchen essentials. “Our top priorities when creating the range were quality, breadth and accessibility,” explains Mark Douglas, Marketing Manager, Woods Foodservice. “We also prioritised range diversity, starting with staples such as dried fruit, nuts and premium oils, and we will expand the range to create a one-stop solution for a fully stocked, efficient kitchen.”
PERFORMANCE
“What is essential for a successful own brand range is its performance,” said Coral Rose, Joint Managing Director – Foodservice, The Wholesale Group. “Out-of-home venues and foodservice operatives rely on products that deliver every time. When we launched our CHEF Approved range, we utilised the collective knowledge, insight and experience of our membership to shape the range to ensure it meets the exacting demands of professional kitchens of all types.”
“Not only does this deliver results for those using the products, but for wholesalers it keeps those customers coming back, which makes CHEF Approved an invaluable asset.”
The new range, which launched in May, now comprises more than 350 products, including bestselling products from both Confex and Fairway Foodservice’s award-winning own brand ranges, CORE and Fairway Assured, rebranded.
“Another huge benefit with own label products is that there is control over both quality and consistency of your product,” continues Rose. “For wholesalers this is critical, enabling them adapt quickly to market trends or consumer preferences.”
VALUE
While historically, own brand may have been viewed as a lower-quality alternative to the major brands, Phil Atyeo, Managing Director, The Caterfood Buying Group says this is no longer the case. He says: “The vision of the Caterfood Buying Group is to unite our members and their communities through exceptional food, and this is the driving force behind the Caterfood Collection.
“Each product undergoes a thorough assessment process, and every option is blind-tasted by our review panel to ensure decisions are based solely on quality, not brand recognition or supplier relationships.
This impartial approach means that every product bearing the Caterfood Collection name has genuinely earned its place.”
Delivering consistency is a key focus, says Atyeo: “At our Trading Board meetings, representatives from buying, sales, and new product development across our seven member businesses take part in blind tastings to evaluate potential additions to the range.
“Once a product is chosen, we work closely with the supplier to negotiate a mutually acceptable and competitive commercial agreement. These steps ensure we offer a product that delivers exceptional value and suppliers benefit from a reliable and long-term partnership. It’s an approach that benefits everyone from chef to wholesaler.”
PREMIUMISATION
As part of its ongoing commitment to support caterers to elevate their offering, Caterforce has enhanced its Chefs’ Selections Premium Collection to bring more variety, quality and value to reflect evolving customer flavour preferences and dining-out trends.
“By expanding our Chefs’ Selections Premium Collection we are providing caterers with even more options to inspire their menus,” said Rebecca Woollam, Own Brand Marketing Manager, Caterforce.
For The Caterfood Buying Group, the focus now is on premiumisation. “In 2026, our focus will shift to the Premium tier, showcasing products that exceed our Select standards. These are top-tier in taste, quality, and presentation. These products, which stood out during testing, genuinely deserve their own category. Initial launches will include bakery, patisserie, juice, seafood, and butchery items, with further innovation planned through 2026-2027,” said Phil Atyeo.
While the Caterfood Collection is currently exclusive to Caterfood Buying Group members, the group is also considering an ‘Associate Membership’ model to provide access to wholesalers who share its passion for quality.
HEALTH AND SUSTAINABILITY
While brands need to support health, responsible sourcing and sustainability, these measures also apply to own brand.
Caterforce has never shied away from reformulating products to reflect health guidance, such as removing salt from core range products, such as Chefs’ Selections Soft Spread and its Chicken and Mushroom Slices. These latest changes mean that Chefs’ Selections has now eliminated more than 15.6 tonnes of salt across the range to date.
The group has also removed palm oil from its range. “We are committed to driving innovation and reformulation across our range, setting the standard in the foodservice sector,” said Joanna Halucha, Head of Own Brand Buying & Technical, Caterforce. “Our focus is on creating products that not only align with evolving public health guidance but also deliver on flavour, quality and value.”
For many own brand providers, environmental impact is a key priority. Bidfood has focused on packaging recyclability, removing non-recyclable plastics and increasing recycled content.
TOP TIPS
Wholesalers can support customers to embrace own brand by:
- actively promoting own brand at every customer touchpoint
- bringing products to life with menu inspiration and innovative recipes
- using promotions and digital marketing campaigns to capture attention
CATERFORCE CHEFS’ SELECTIONS SIX- LAYER CHOCOLATE FUDGE CAKE
A rich, indulgent cake that delivers flavour and impact, making it the ideal offering for sharing occasions and dessert menus.
BRAKES PORTICO PREMIUM PAN-READY CORNISH SOLE
Single frozen to ensure freshness, this A-grade superior Cornish Sole offers a firm white flesh and is pan ready to cook whole in a pan or under the grill.
CATERFOOD PREMIUM ULTRA CRUNCH CHIPS
Thanks to their thicker coating, these premium chips remain crispy regardless of cooking method, use less oil and were the chip of choice at Caterfood trade show blind testing.
CHEF APPROVED SALTED CARAMEL ICE CREAM
The ultimate family favourite, the latest addition to The Wholesale Group’s popular ice cream range, salted caramel, provides a versatile ingredient for sundaes, shakes or a simple scoop, hitting the sweet spot for pudding lovers of all ages.
