Unitas Wholesale has revealed its most successful supplier collaborations of 2024 which saw members outperform the market in its retail division.
Attendees at the group’s Senior Supplier Briefing heard that in a challenging year for wholesale, Unitas delivered a 2% growth in retail, ahead of overall market performance.
Among the standout partnerships were PepsiCo Walkers’ Flamin’ Hot activation which delivered £300k of sales at the Unitas trade show, and Suntory’s Blucozade, which saw Unitas members exceeding all expectations and selling after six weeks to deliver an additional £1.7m in sales.
Managing director, John Kinney, revealed that Unitas had returned an increase of 17% for its members during 2024, and a 35% increase since its formation in 2018. He also announced an additional £2m fund to reward members for engagement and compliance in group-wide promotions, materials and events, designed to add further value to suppliers’ investment.
At the event, trading director Cheryl Hope praised Swizzels for its digital execution across depots and members’ digital platforms, and Premier Foods’ summer barbecue activations, which delivered a huge 92% value and 106% volume growth.
“While there’s no doubt 2025 is going to be a tough year with rising costs, these examples prove how this channel remains an efficient and excellent route-to-market for suppliers’ products,” Kinney added.
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