Talking Retail Grocery and product news for independent retailers
Nikki Rogers, foodservice and propositions director at AF Blakemore, told today’s SRS 20 trade show and conference – which is taking place online – that the wholesaler had identified a significant under-trade in food-to-go and was aiming to make up the gap.
It has already refreshed its Daily Deli offer, which Rogers admitted had been criticised before as being “a little bit bland”.
The new range has been developed over the past six to seven months with a focus on quality and taste, factors that Rogers said were cited by more than 90% of consumers as “really important” when deciding where to buy food-on-the-go.
There is also an increased focus on health within the new-look range, which she said he been brought to the fore during Covid.
But snacking was also important, with 39% of people admitting to snacking more since lockdown started.
The new range has been designed using bright colours to help products stand out on-shelf and features 17 new varieties of cold wraps and baguettes, including more lower-calorie options.
There are also new salads, snack boxes and a beefed-up breakfast range, again including lighter options.
“One of the key things we want to do is extend the day-part,” Rogers said.
To that end, Blakemore is trialling a takeaway pizza offer called Prego at one store in Birmingham, and is developing an upmarket chicken bar that it hopes to roll out by January.
“Food-to-go is as important now as it ever has been,” said Rogers.
