Kerry Foods DTS is to be relaunched as Kerryfresh with a new focus on providing independent retailers with a complete chilled food offer.
The new company, active from April 22, aims to offer an enhanced service to independent retailers, with new ranges, category advice and the ability to purchase every item in single units rather than whole cases.
The expanded range includes a new selection of sandwiches, wraps and subs under the ‘&made’ brand, and a portfolio of family-friendly microwaveable snacks called Taste Inc. Tailored local ranges will also be introduced into each of Kerryfresh’s 26 depots, starting with a new Scottish range.
A new website will provide category advice down to brand level, as well as planograms for 1m, 2m and 3m chillers. In a further development, the supply chain has been streamlined to supply sandwiches and fresh fruit & veg on a just-in-time basis to enhance shelf life. Products will continue to be available on a sale-or-return basis, despite the move to single unit purchase.
Kerryfresh managing director Darren Haynes told C-Store: “Chilled and fresh is the fastest-growing major category in c-stores, but it’s a difficult category and retailers are wary of wastage. We think we already provide a valuable service to our 13,000 customers, but we know we can do more to help retailers get to a higher level.
“By making singles available, we can give retailers the opportunity to open up their chilled range for shoppers.”
The company will continue with its two-weekly promotional schedule, Haynes said, but would add more pricemarked packs.
Kerryfresh will be exhibiting at the National Convenience Show at the NEC Birmingham from April 14-16, on stand H51.