Wholesaler JW Filshill is collaborating with frozen food specialist Eden Farm to drive growth in the category across its KeyStore fascia - with early results showing an uplift in rate of sales and volume.
Eden Farm, which specialises in frozen food, ice cream and chilled, is working with Renfrewshire-based Filshill to promote a ‘feed the family for £5’ deal across KeyStore.
Stuart Auld, Filshill’s category buyer for food and third-party supply, said: “The frozen food sector can be challenging for independent retailers, so we’ve worked closely and collaboratively with Eden Farm to find solutions that work for KeyStore retailers to help them maintain profitable margins and ease of supply.
“We’re also very aware that shoppers’ budgets are squeezed just now due to cost-of-living pressures so we’re offering a competitive ‘feed the family for £5’ deal that offers customers a choice of protein, vegetables, a potato offer and ice cream.”
The products come from Eden Farm’s Farmer Jack’s range. ”They really stepped up to the challenge in terms of range and pricing and this is a prime example of the type of collaboration we want to nurture with our suppliers and one of key areas of support for KeyStore retailers,” said Auld.
The promotion is currently being trialled in 22 KeyStore outlets across Scotland. “Every KeyStore is different in terms of size and customer demographics, and this deal gives as a point of difference over our competitors, and we feel the frozen category offers untapped potential,” Auld concluded.
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