The next phase of Bestway’s own-label roll-out is underway with the launch of a premium label under the name Best-one Inspired.

The label has a differentiated design with all products sporting a black base and, despite the premium nature of the products, all are designed to be competitively price-marked to help retailers easily communicate the value of the brand.

The 15 Best-one Inspired products include all-butter cookies, hand cooked crisps and high-fruit content conserves. Many of the Best-one products have been completely reformulated to reflect shopper demand for better quality ingredients and taste. All Best-one Inspired products have a typical POR of 30%. Selected lines will be promoted during each promotional period with 40% POR offers.

Ed Smeaton, director of trading for retail at Bestway Wholesale said: “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.”

The new range from Bestway Wholesale saw a 26% increase in value compared with the previous Best-in brand.  From the beginning of July, sales of Best-one have increased by 40% compared with the two-week period since the label’s relaunch. An initial 300 products have been given the Best-one revamp.

Smeaton added: “The results thus far are extremely positive with 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.”