The Food Warehouse relaunches fresh produce with 100 new lines

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The Food Warehouse has relaunched its entire fresh produce offering and expanded the category with 100 new lines, including 70 that are unique to the brand. The relaunch delivers improved quality and freshness in a range that now includes genuine grower brands at outstandingly competitive prices.

All 52 of The Food Warehouse stores across the UK are benefiting from the improved range, which launched last week. It gives the business a highly competitive offering across the whole fresh produce category, with bespoke packs and formats including a range of larger pack sizes. The relaunch is also benefiting from new merchandising in store.

The range brings several new supplier relationships to The Food Warehouse, which is working with real farm brands to provide genuine grower-branded products. Garden of Elveden potatoes, Moulton Bulb onions, R & RW Bartlett carrots and AC Goatham Kentish apples have all joined the range as part of the strategy to deal direct with growers and give customers better quality, value and choice.

The Food Warehouse’s new, larger packs offer customers tremendous value on high quality lines such as 7.5kg of Garden of Elveden potatoes for £3, 5kg of Moulton Bulb onions for £2, 1.5kg of R & RW Bartlett carrots for 65p, 700g of premium mushrooms for £1.69 and 800g of mixed grapes for £2.79.

Managing director of The Food Warehouse Richard Walker said: “We’ve taken a long, hard look at our fresh produce range and listened to feedback our customers, who told us that they wanted a bigger and better produce offering. We have responded by bringing them a unique range of fruit, vegetables and salads that taste as good as they look. We’ve invested a significant amount of time and money into the new offering and believe it gives us a real point of difference compared to our competitors.

“We’re not only focusing on top quality but also broadening the range we offer and developing strong relationships with suppliers, focusing on family-owned specialist growers rather than generalists or middlemen, with the aim of becoming their main direct supermarket customer.

“The response of our own customers has been extremely positive and we look forward to driving growth in the fresh produce category across the business as we continue our ambitious store opening programme.”