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Food Industry News

Fairway Foodservice aims to increase its own-brand range to 650 by the end of 2020


Fairway Foodservice has outlined plans to expand its own-brand range to more than 650 products by the end of 2020.

Fairway Foodservice aims to increase its own-brand range to 650 by the end of 2020


"The launch of Fairway Assured as a brand, accompanied by new packaging, has cemented our position as the leader in the field."
Steve Jeavons



The buying group has experienced an immediate increase in sales since it introduced its new-look own-brand range, Fairway Assured, earlier in 2019.

And it is looking to build on its own-brand success by adding 80 products, many this year, to the range and has started the process with the introduction of tuna chunks, pasta, floured tortillas, and award-winning king prawns.

Fairway’s purchasing director Steve Jeavons said: “Our own-brand products are very well known for their quality matching or being better than the leading brands, at a lower cost.

“The launch of Fairway Assured as a brand, accompanied by new packaging, has cemented our position as the leader in the field.

“We listen to our 20 members and the message has been very clear: ‘add more products to the range’.

“We have an ambitious goal of increasing the range from 570 to 650, but the most important aspect is ensuring our benchmarking exercises maintain the quality of the range.

“It’s certainly done that with the introduction of tuna chunks, raw peeled king prawns, floured tortillas, and our pasta range. The feedback has been incredibly positive so far and I’m excited to see how the range develops from here.”

Peter Henderson, sales director at Fairway member Tyneside Foodservice, said: “We try to comply with everything the group offers, stocking the entire own-brand range, as we know how good the quality is.

“We’ve seen an increase in sales thanks to the products, as customers often look for value in alternatives to name brands.

“The range gives us that step ahead from our competitors, as it’s of a consistently high standard, reasonably priced, and always well received. We’ve never had a complaint about a Fairway product.”

Fairway Foodservice is a buying and marketing organisation, which operates on behalf of wholesalers based in the UK, Ireland and Spain. Founded in 1984 by five frozen food wholesale distribution companies, it has grown from a collective turnover of £7m in 1984 to £801.5m in 2019.

Alongside access to Fairway Foodservice’s extensive range of products, members benefit from collective buying power on a number of lines and significant marketing support.

The additional products are searchable along with the rest of the Fairway Assured range on the revamped Fairway website at www.fairwayfoodservice.com.

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