Bestway Wholesale, which has axed its Best-in own label and replaced it with Best-one, has reported an “extremely positive performance” from the new brand just a fortnight after launch into the marketplace.
The new range has enjoyed 26% value growth and 40% volume growth compared with the performance of the previous Best-in brand.
Volume sales of biscuits have seen growth of 96.7% and soft drinks 39.8% over the same period.
Ed Smeaton, director of trading, reported growth across all categories.
“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 our Best-one and Xtra Local symbol and retail clubs.”
Smeaton said a major focus of the new range was the quality and benefits of the products.
The rebrand was not just cosmetic, but many of the products had been reformulated to reflect demand for better quality ingredients and taste while retaining the price-marked pack mechanic and a typical profit on return (POR) of more than 30%.
Bestway said August would see a minimum 40% POR promotion across selected soft drinks, including 2-l carbonates, its new sparkling water an 1-l flavoured variants and impulse plain waters.