Cash & Carry Management March 26

SPOTLIGHT ON PAULA MIDDLETON

Co‐op Wholesale removes charges for Nisa retailers as part of major relaunch

Kitwave agrees to £250m takeover

Shareholders of Kitwave have approved the wholesale group’s acquisition by US private equity firm OEP Capital Advisers for 295 pence per share, equivalent to around £250 million.

Ben Maxted, CEO of Kitwave which has a network of 37 depots, said: “Since becoming a public company in 2021, Kitwave has rapidly transformed from a regional foodservice operator into an enlarged UK-wide delivered wholesale business.

“OEP has an excellent track record of helping businesses like Kitwave to significantly scale, and the board believes that becoming a private company will provide greater financial flexibility to achieve its ambitions.

2 for £8 deal

James Hall & Co has launched a new range of chilled pizzas and garlic bread into SPAR North of England stores.

Featuring hand-stretched stone-baked Italian sourdough bases, the pizza comes in four variants: Margherita, BBQ Chicken, Meat Feast, and Pepperoni. All variants are available in a ‘2 for £8’ deal.

Also new are SPAR Garlic Flatbread with a garlic butter and parsley topping, and SPAR Cheesy Garlic Flatbread with a cheddar, garlic butter and parsley topping.

“We are excited by the prospect of working with OEP on the next chapter of our growth.”

Steve Lunau, partner of OEP, said: “We are delighted to have the opportunity to partner with Kitwave to

further strengthen its leading position in the UK grocery and foodservice wholesale market.

“We fully support Kitwave’s vision for longterm growth and believe our partnership will enable it to

accelerate its strategy. We look forward to supporting Ben and the management team in continuing the impressive growth they have achieved over the past years.”

Approval of the acquisition follows a profit warning issued by Kitwave for the three months ended 31 January 2026. The group said that ‘lower-than-expected demand in the hospitality sector resulted in an unfavourable revenue mix’ that has negatively impacted gross profit margin.

In addition, the board expects margin pressure to persist throughout the remainder of the current financial year ending 31 December 2026.

New Scottish distribution depot

Soft drinks wholesaler Westo Direct has opened a new Scottish distribution depot in Bonnybridge.

The new site will enable Westo Direct to hold stock closer to Scottish customers, improve delivery times, increase availability, and enhance overall service levels.

In the next few weeks the company will be assigning sales reps to the region so it can bolster its business in Scotland.

Sales director Joe Thomas said: “For years, we’ve supplied customers across the UK with competitive pricing, serious stock depth, and deliveries that fuel their businesses.

“Our prices are already competitive but pricing without speed is just noise.

“This move means we’ll be able to serve Scotland better than ever – tighter

turnarounds, stronger availability, and the same relentless service standard we’re known for.”

He added: “We don’t expand for vanity. We expand when it improves the customer experience.”

Founded in 2023, Westo Direct is a family-run business and is part of the West-O International group of companies, established in

2018. The wholesaler began with 10 cases of Coca-Cola and a vision to serve the growing FMCG demand in Kent.

Today, it is based in the Midlands and distributes over 1.5 million cans of soft drinks every week.

Westo Direct’s turnover in the year ended 31 March 2025 was £1.78 million, with operating profit of £62,490.

Booker unveils Spring NPD

Booker has introduced its Spring 2026 New Product Development (NPD) Guide and is showcasing the products at its Retail Trade Show at Sandown Racecourse on 5 March and at Doncaster Racecourse on 12 March.

Featuring over 130 new lines, including 16 Booker exclusives and nine first-tomarket products, the Spring guide is designed to help retailers embrace the new season, refresh their ranges for warmer weather, drive footfall and capitalise on seasonal trends.

The guide brings together innovation in the alcohol, impulse, grocery, fresh and frozen categories. Highlights include: Madri Limon 4 x 440ml – Booker exclusive;

Mythos 4 x 440ml and 10 x 440ml – Booker exclusive; Volcanix Ice Cream – Booker exclusive; and Jack’s products with reduced-price PMPs.

Colm Johnson, retail managing director at Booker, said: “Our Spring 2026 NPD Guide is packed with

innovation, exclusivity and first-to-market launches to help retailers refresh their ranges and make the most of seasonal opportunities.

“We’re giving our customers even more ways to stand out, drive footfall and meet evolving shopper trends as consumer habits shift with the arrival of spring and warmer weather.

“The Retail Trade Shows are always a highlight in our calendar, and we’re excited to bring the Spring guide to life at Sandown and Doncaster.

“It’s a fantastic opportunity for retailers to discover new products, unlock exclusive deals and connect with our teams and supplier partners in person.”

£100,000 in prizes

Brakes has launched a new promotion offering more than £100,000 worth of prizes to mybrakes rewards members.

Menu Match allows a mybrakes rewards customer to ‘Peel and Play’ to win prizes that include instant cashback, electronics and lifestyle items.

The mybrakes rewards loyalty scheme currently has more than 15,000 active members, and Brakes has given almost £6 million in cashback through more than 400,000 personalised offers in the past year alone.

In addition, Brakes plants a tree for every redemption made, with over 110,000 trees planted to date.

Three new members for Sterling

Sterling Supergroup has recruited three new members in recent weeks.

G McWilliam Aberdeen was founded in 1959. The Aberdeen-based wholesale catering butcher serves the north-east of Scotland from its SALSA-accredited factory with a team of 70 staff.

The business was acquired by the Clark family in 2023 and is now run and managed by Robert, Ricky, Katrina and Rheanne Clark. They have grown the business by expanding the fleet of chilled and freezer vans and widening the range to

over 2,000 lines, including an extensive selection of fish and shellfish, as well as ambient, dairy and frozen products.

Clegg’s Chilled Food Service, located in Longridge in Lancashire, was founded in 1984 by Mark Clegg and acquired by two of his children, Richard Clegg and Lucy Ross, in January 2025.

The company was originally a cheese business, supplying Lancashire cheese to local markets. Dairy remains a speciality within the business but the range is growing quickly, with more ambient lines joining the offering. In addition, Clegg’s is planning to add some frozen

capacity in the near future.

The third new Sterling member, Dundee-based John D Forrest, was founded in 1906 and acquired approximately 55 years ago by Gordon Hume, who, alongside his son Steven Hume and wife Alison Hume, developed it into the successful operation it is today.

While egg sales have always been at the core of the business, the range has evolved to include frozen, chilled and ambient products, enabling the wholesaler to serve a broad customer base of small shops, butchers,

cafes and restaurants.

In other news, Sterling Supergroup has selected TWC Group as its data partner for the launch of Sphere, a new wholesale shipments data & insight programme.

Expected to be launched in the summer, Sphere is designed to help the organisation’s members and suppliers track performance, identify growth opportunities and make smarter, faster and more confident commercial decisions to improve sales.

At the heart of the programme is Sterling’s wholesalers’ shipments data, made available to participating suppliers for the first time through TWC’s SmartView sales reporting platform.

Cashback promotion

Bidfood has launched ‘Your Favourites’, a cashback offer that is running throughout March and April.

This initiative continues Bidfood’s commitment to helping operators manage costs, providing up to £100 cashback on a range of popular products.

The ‘Your Favourites’ promotion includes almost 140 lines, many of which featured in Bidfood’s Price Freeze promotional campaign in December.

Nisa drops retailer charges

The Nisa symbol group has removed standard membership fees, delivery charges and surcharges for retailers who source 75% of their stock from Co-op Wholesale.

A complete reset of the Nisa symbol group is designed to remove the complexity and costs that have historically held retailers back.

The stronger, simpler and more competitive offer also includes:

a Enhanced commercial benefits with rebate opportunities of up to 6%.

a A fresh, modern fascia identity designed to elevate Nisa’s presence on the high street.

a Access to the full Co-op range proposition made up of 2,400 Co-op own-brand products, bringing retailers breadth, quality and consistency trusted by shoppers across the UK.

a Enhanced digital media

screen technology in store, delivering dynamic missionbased content, promotions and supplier programmes to drive real-time sales

a Access to modern PoS, clearer navigation and a consistent brand presence that elevates the shopper experience.

a A strengthened ‘more-formore’ partnership model built around transparency, simplicity and retailer success.

Katie Secretan, managing director of Co op Wholesale, said: “This is a landmark moment for Nisa and our independent partners as we launch a fully modernised symbol group proposition that removes friction, takes away unnecessary charges and gives retailers more of what they need to thrive.”

The first store featuring the new fascia and full proposition is Nisa Dallam in Warrington, Cheshire.

‘Buzz About the Sweetest Deals’ campaign

Bestway Wholesale has unveiled its Easter 2026 national activation, ‘Buzz About the Sweetest Deals’.

Running in more than 60 depots from 27 February to 26 March, the campaign brings together in-depot theatre, strong digital support and around 200 Spring offers to drive footfall, engagement and commercial return.

Building on strong engagement in 2025, with more than 200,000 visitors in depot during the Easter trading period and a digital platform that generated over one million website visits, Bestway is returning with a coordinated omnichannel strategy that is designed to

maximise visibility, participation and commercial impact. It is expected to reach more than 100,000 independent retailers.

Easter represents the second largest trading period for the convenience channel

after Christmas. For 2026, Bestway is prioritising focused investment and measurable return, ensuring its seasonal activation delivers tangible value for both supplier partners and independent retailers.

Retailers will be greeted by seasonal theatre across depots, with branded Easter beehive installations taking centre stage. Honeycomb pallet displays, stacked with leading brands and promotions, create a clear focal point for standout deals up to 50% POR as well as product launches at competitive prices.

The campaign, both indepot and online, invites customers to explore Spring offers spanning all categories. Key promotions are housed within individual branded pallets, brought together under the ‘Buzz About the Sweetest Deals’ hive theme.

Sustainability and confectionery guidance

Unitas has produced a guide to support retailers to run more sustainable stores.

A total of 55% of Gen Z shoppers make sustainability a priority (Mintel) and 57% of UK adults see climate change and the environment as major concerns (ONS).

The latest in Unitas’s Plan for Profit series of Focus On guides includes insight and retailer-specific advice on sustainability, including an update on the proposed Deposit Return Scheme, due to be launched in October 2027.

It also features advice on energy efficiency and waste management as well as an overview of consumer attitudes towards sustainability.

Unitas chief operating officer David Cooke said: “All

the data shows that sustainability is a key priority for consumers, and convenience retailers need to reflect this or risk losing customers to the bigger supermarkets who shout about green credentials.”

Unitas has also produced a Focus on Confectionery

Spring Seasons guide. It includes the latest sales data and practical advice to boost spring confectionery sales.

To support its wholesale members’ retail customers, Unitas has shared advice on price points, value, in-store activations and the bestselling SKUs for key selling

occasions such as Mother’s Day and Easter.

“Mother’s Day is the number one mini season for confectionery, worth £79 million (Nielsen),” said category coordinator Callum Atkinson.

“Occasions like this provide convenience stores with a fantastic opportunity to increase their confectionery sales, particularly boxed gifting ranges.”

He added: “Easter treats are showing strong year-onyear growth and are a proven hit from early in the season as an affordable treat.

“Easter gifting is also huge, representing more than half of all Easter confectionery sales (Nielsen), but to make the most of this, retailers need to stock the right range.”

New own-brand coffee and roadshow

The Wholesale Group has expanded its own-brand portfolio with the launch of a new CHEF Approved and CHEF Prestige coffee range.

The tiered solution spans value-driven blends through to premium, certified and decaffeinated options — enabling wholesalers to support a wide variety of enduse occasions without SKU complexity.

The range comprises five core SKUs:

a CHEF Approved Barista Coffee Beans (6 x 1kg): a 50% Arabica/50% Robusta ‘price-fighter’ blend that is designed to deliver strong value credentials.

a CHEF Prestige Espresso Beans (6 x 1kg): an 80% Arabica/20% Robusta blend offering a step up in flavour and body.

a CHEF Prestige 100%

Premium Arabica Coffee Beans – Rainforest Alliance

Certified (6 x 1kg): a premium, ethically-certified option.

a CHEF Prestige 100%

Premium Arabica Beans

Decaf (10 x 500g): a highquality decaffeinated option developed to mirror the flavour and body of regular coffee.

a CHEF Prestige 100%

Premium Arabica Filter

Coffee – Rainforest Alliance

Certified (60 x 60g sachets):

a pre-portioned, ground filter coffee designed for consistency and ease of use.

The Wholesale Group’s year-long own-brand roadshow will spotlight the new coffee range, as well as other recent brand launches –CLEAN Solutions and CORE Juices – and the main CHEF Approved range.

Own brand manager Richard Ellison and technical manager Cezary Chmiel will travel in ‘Mabel the Buzz’ – a fully electric Volkswagen ID Buzz – and will visit foodservice wholesalers across the UK, Ireland and Jersey.

The roadshow is designed to support members’ sales and purchasing teams, providing product knowledge, tasting opportunities and insight into how CHEF Approved is positioned within the wholesale channel.

New for 2026, The Wholesale Group is extending its support to member trade shows.

In other news, the organisation has launched a new digital magazine, Retail Bites.

Developed in collaboration with leading brands and industry experts, Retail Bites features insight, trends and practical advice for retailers and wholesalers.

It is available via The Wholesale Group’s website or directly at retail.thewholesalegroup.co.uk.

Newcastle venue

Hull-based Turner Price is taking its Cater Expo to Newcastle for the first time this spring.

To be held on 29 April at the Utilita Arena Newcastle, the event will bring together over 100 food and drink suppliers, showcasing the latest products, trends and innovations from across the food-

DRS Wales

The announcement that the Deposit Return Scheme in Wales will include glass from 2013 has been criticised by the FWD.

The scheme in Wales will be launched in October 2027 for PET and aluminium, with glass included from 2031. Wales has secured an exclusion from the UK Internal Market Act to allow this divergence.

James Bielby, CEO of FWD, said: “The inclusion of glass in Wales from 2031 creates confusion and will reduce consumer choice.

“It will create trading borders within the UK, increase costs, and damage the profitability of businesses working across the borders.

“Wholesalers operating in both England and Wales will need to segregate stock, which will require a significant increase in warehouse space and investment in processes.”

service sector.

Free to attend and open to all catering professionals, the Cater Expo is expected to attract hundreds of visitors from across the region.

In addition to the event in Newcastle, Turner Price will host its established Cater Expo event in Hull later in the year.

Funding transfer

Sysco GB has announced a £500,000 Apprenticeship Levy Transfer Pledge to help small to medium sized enterprises (SMEs) and charities access apprenticeship training.

Human resources director Katrina Simpson-Haines said: “Sysco GB works closely with thousands of SMEs – many of whom play a critical role in hospitality, catering, food production, and logistics.

“We know how challenging it can be for smaller businesses to invest in training and development. By pledging £500,000, and building on the £350,000 we’ve already successfully transferred in recent years, we’re enabling more organisations to access the skills and talent they need to thrive.”

“Apprenticeships change lives, drive productivity and create opportunities across so many of our communities, and we are proud to play our part in supporting our partners across the country.”

Eligible businesses can apply for funding by visiting the Gov.UK Pledge page or by contacting the team at earlycareers@sysco.com.

Connecting farmers with kitchens

Castell Howell Foods has launched a new scheme to bring together Welsh farmers and growers with classrooms, sporting academies and kitchens.

‘Growing Healthy Futures’ is designed to encourage uptake of domestically grown food and highlight the importance of healthier diets.

Castell Howell, which supplies ingredients for

around 850,000 schools and tertiary colleges meals per week, is working with Welsh Government, local authority and college caterers, Food Sense Wales, Mentera and Cardiff Metropolitan University to restructure its education sector supply chains.

Matt Lewis, Castell Howell managing director, said: “We are very conscious of the human health concerns in

Wales, also the challenges that face our supply chains.

“We’re so pleased to work with Bridgend College, local authorities and partners to evolve this project and help deliver solutions.”

The Growing Healthy Futures initiative builds upon the Welsh Veg in Schools project that was launched in 2022 and involved the growth and supply of one tonne of organic vegetables to Cardiff schools. By 2025, this had increased to over 25 tonnes delivered to schools across 10 local authorities.

To help raise the profile of the initiative, former Scarlets and Wales rugby player Steff Evans will lead engagement.

The Growing Healthy Futures initiative currently focuses specifically on organic Welsh horticulture, but the scheme will evolve to cover all food groups.

Trading director

SPAR Scotland wholesaler and retailer CJ Lang & Son has recruited Josie Cattermoul as trading director. She replaces Della Myers, who has left the business.

Cattermoul (below) brings more than 15 years of trading and commercial experience across convenience retail, wholesale and food retailing in Australia, New

Zealand, and the UK. Her previous roles have included head of trading at fellow SPAR retailer and wholesaler James Hall & Co and senior buying manager at Iceland Foods. Her most recent position was general manager – merchandising & marketing at Tasmanian Independent Retailers.

Colin McLean, chief executive officer of CJ Lang & Son, said: “Josie brings exactly the blend of trading expertise and collaborative leadership we need for the next phase of SPAR Scotland’s growth. Her experience, alongside her focus on partnership and data-led category strategy, will be instrumental in strengthening our offer.”

Premium addition

Caterforce has added Salted Chocolate Chantilly Slice to its Chefs’ Selections Premium Collection.

Comprising a rich salted chocolate torte base with layered crunchy cocoa nibs, the dessert is finished with a smooth cream topping and garnished with a chocolate flake and a dusting of gold sugar.

“The Chefs’ Selections Premium Collection Salted Chocolate Chantilly Slice has been created to offer chefs a truly sophisticated, ready-toserve dessert that brings elegance and impact to the plate,” said Joanna Halucha, head of own brand buying & technical. “It is designed to help operators elevate their menus effortlessly.”

AF Blakemore ranked 5th best in UK

AF Blakemore has been ranked fifth among the UK’s 50 largest private companies for women in leadership in the newly published FTSE Women Leaders Report 2026.

This makes AF Blakemore the highest-ranked grocery and convenience retail business in the cohort.

The FTSE Women Leaders Review is an independent business-led framework supported by government which sets recommendations to improve the representation of women on the boards and leadership teams of the FTSE 350 and 50 of the UK’s largest private firms.

The most recent review highlights strong progress across UK business, with women now holding 43% of FTSE 350 board roles and 37% of leadership roles in the private company group.

AF Blakemore’s 47.8% female representation in leadership places it firmly among the UK’s top performers and recognises it as one of the organisations demonstrating the strongest progress over the past five years.

The ranking reflects AF Blakemore’s sustained investment in developing female talent and its clear ambition to reach 50%

women in leadership by 2030. The business has strengthened its leadership pipeline through targeted development programmes, succession planning and inclusive workplace policies.

For example, Kelly Burrows, who was recently promoted to head of supply chain, joined AF Blakemore as a graduate eight years ago. She has gained experience across the supply chain and is now responsible for supply chain, demand planning and Blakemore Retail central ordering.

AF Blakemore’s commitment to advancing women in leadership is supported by two other recent appointments: in December, Kerrie Viggars joined as trading director – ambient, bringing extensive experience from Asda and Co-op; and in January, Anna Hay was

appointed marketing & customer experience director, having held a similar role at Poundland and Dealz.

In other news, AF Blakemore has promoted Marc Deakin to group supply chain & logistics director.

Deakin has more than three decades of expertise at AF Blakemore, built across different roles in supply chain and logistics, having joined the business in 1995 as a part-time chilled warehouse operative.

Scotland’s top wholesalers

The outstanding achievements of individuals and businesses across all sectors of the Scottish wholesale industry were highlighted at the Achievers awards last month.

Scotland’s most innovative and forward-thinking wholesalers – and their people – were recognised last month at the Scottish Wholesale Achievers awards.

Now in its 23rd year, Achievers is organised by the Scottish Wholesale Association and honours excellence across all sectors of the industry.

Over 500 guests attended the gala dinner and awards presentation, hosted by sports broadcaster Eilidh Barbour, at the Corn Exchange in Edinburgh.

United Wholesale (Scotland) triumphed as the wholesaler with the most awards, claiming Employee of the Year (Jason Butler), Rising Star (Jordan McLay), Best Innovation, Best Licensed Wholesaler – Off-Trade, Best Marketing Initiative for its ‘Spin to Win’ retail initiative, and Best Cash & Carry.

Another Unitas member, Fáilte Foods, won Best Delivered Operation –Foodservice, while Sutherland Brothers was runner-up in the Best Innovation category and highly commended in Best Licensed Wholesaler – On-Trade.

“Unitas is incredibly proud to have some of the biggest and best wholesalers in the industry, and we are delighted to see three of our members receive such incredible recognition,” said Unitas CEO John Kinney.

In the people categories, each winner was given £1,000, while each runner-up received £500 and each highly commended candidate £250.

SWA chief executive Colin Smith said: “Achievers is all about celebrating outstanding performance and innovation across the Scottish wholesale channel. But more than that, it’s about recognising the people who make this industry what it is. The dedication, the knowledge, the ideas – and yes, the sheer graft – that keep our sector moving.

“The people who work in wholesale are the glue that binds our food and drink industry together – be it those who work in partnership with our producers and suppliers, or those who help support, develop and deliver into the local retailer, hotel, school or hospital.” CCM

Winners celebrate at the Scottish Wholesale Achievers 2026 awards ceremony.

Achievers 2026 wholesaler winners

Rising Star of Wholesale: Jordan McLay, United Wholesale (Scotland)

Wholesale Driver of the Year: Wendy Blain, CJ Lang & Son, and Alec

Cartoon, Brakes Scotland

Wholesale Local Food Champion: Matt Farmer, Brakes Scotland

Employee of the Year: Jason Butler, United Wholesale (Scotland)

Best Delivered Operation – Retail: CJ Lang & Son

Best Delivered Operation – Foodservice: Fáilte Foods

Best Symbol Group: Premier, Booker

Best Innovation: United Wholesale (Scotland)

Best Licensed Wholesaler – On-Trade: Inverarity Morton

Best Licensed Wholesaler – Off-Trade: United Wholesale (Scotland)

Great Place to Work: Brakes Scotland

Best Marketing Initiative: United Wholesale (Scotland)

Sustainable Wholesaler of the Year: Booker

Best Cash & Carry: United Wholesale (Scotland), Queenslie

The UK’s largest wholesale buying group, Unitas provides multichannel expertise to its 125 wholesale members

As a group, we offer: unrivalled buying power and service powerful promotional programmes sector-leading category advice and marketing support annual programme of exclusive trade events … and so much more

Scotland’s best suppliers

Suppliers to wholesalers in Scotland were recognised for excellence in service, innovation and dedicated support at the Scottish Wholesale Achievers awards.

There were five supplier accolades up for grabs at the Scottish Wholesale Achievers awards.

Suppliers were recognised for their support of the wholesale sector with awards including Best Overall Service and Best Foodservice Supplier, won by AG Barr and Rowan Glen respectively. AG Barr was also runner-up in the foodservice supplier category.

Both awards involved wholesaler members of the SWA voting each month over a four-month period for the shortlisted suppliers.

AG Barr was also victorious in the Best Advertising Campaign category with IRN-BRU ‘This Is Not A Soft Drink’, which attracted five times as many votes as any of the other campaigns.

In the Project Wholesale category, which focuses on wholesale-tailored activity from suppliers, the winning supplier was Tayto. The judges were impressed by the way Tayto boosted sales of its Golden Wonder products by targeting consumers in Scotland and working closely with wholesalers in its ‘Igniting Scotland’ project.

Last but not least, Supplier Sales Executive of the Year was won by Isy Stedman of Budweiser Brewing Group, who the judges described as ‘energetic and enthusiastic, as well as intelligent and commercially aware’.

Achievers 2026 supplier winners

Best Overall Service: AG Barr

Best Foodservice Supplier: Rowan Glen

Project Wholesale: Tayto – Golden Wonder for its ‘Igniting Scotland’ initiative

Best Advertising Campaign: AG Barr’s IRN-BRU – ‘This Is Not A Soft Drink’

Supplier Sales Executive of the Year: Isabelle Stedman, Budweiser Brewing Group

WE WANT TO SAY A MASSIVE THANK YOU

TO ALL OF OUR CUSTOMERS FOR YOUR CONTINUED SUPPORT AND ONGOING CLOSE RELATIONSHIPS DURING 2025, HELPING TO DELIVER OUR SUCCESS IN WINNING:

BEST OVERALL SERVICE BEST ADVERTISING CAMPAIGN (NOT A SOFT DRINK)

LET’S CONTINUE WORKING TOGETHER IN 2026 AND BEYOND +

Engage with AI or lose out

An increasing

number of

wholesalers are exploring how AI can help their business

become more efficient, more

competitive, and ultimately more profitable.

The adoption of AI in the wholesale sector is accelerating as operators recognise its ability to streamline processes, optimise the supply chain and improve customer engagement.

North West Tea FM Solutions, which supplies more than 7,000 different SKUs from hot beverages to cleaning products and from confectionery to office supplies, is using AI to improve processes, reducing reliance on labourintensive spreadsheets and giving its sales team access to sales data far quicker so they can act while analytics are still relevant.

Operations director Ryan Torrible explains that the Liverpool-based wholesaler is building custom apps that support productivity across the business, whether that’s inventory management, pricing or uploading new products to different platforms. These are all simple processes that can be automated using AI.

“However, the biggest benefit is being able to analyse data far quicker than we would previously,” he says. “Compiling sales data across so many SKUs, from different platforms and for different customers, takes time.

“By the time manual spreadsheets are ready and gaps have been identified, such as a customer that didn’t order a specific product last month, it’s sometimes too late for the sales team to act,” he points out.

“With AI, we get that data straight away. It plugs straight into our ERP system and provides instant data in a manageable format. I’m excited by the opportunities as we continue to test the technology.”

Another wholesaler taking the initiative with AI is Jersey-based La Collette Wholesale, which has served the island’s hospitality industry for over 35 years.

Predictive ordering

Managing director Toby Kramer has used Claude AI to build a model that supports predictive ordering by analysing weather patterns and tides against short-term ferry schedules. This tool, which was created in ‘around 20

minutes’ using AI, predicts if ferry crossings are likely to be cancelled, helping to make sure customers aren’t left without key products.

However, the biggest gains for La Collette have been achieved by developing its own AI-powered HR system, which is hosted locally on an isolated machine to avoid any data privacy issues.

Kramer says: “This Large Language Model (LLM) is a separate database which links all employee data – terms of employment, holidays, pay, etc – with local and UK legislation around employment law.

“The result is a highly sophisticated record of employment across the business, which not only serves as an efficient HR database, but also allows us to ratify HR decisions and make sure we’re compliant.

“Instead of paying for an external HR consultant, the majority of tasks can be done in-house, with complete confidence,” he adds.

“The platform generates all the documents we need from meeting minutes, such as new terms of employment if we promote a colleague, and automatically updates employment records when there are changes. It even creates personality tests tailored to each role and candidate, so we can streamline recruitment and make sure we’re only taking time to interview suitable applicants.”

He concludes: “It’s not an exaggeration to say that this model has saved us thousands in external fees, and dramatically cut the time we spend recruiting the right candidates. It’s transformed the business.”

Both North West Teas FM Solutions and La Collette Wholesale are members of The Wholesale Group, where managing director for people & operations Jess Douglas believes that AI is emerging as one of the most significant tools to support the evolution of wholesalers.

“Wholesale businesses are rapidly recognising the opportunity, particularly in areas such as forecasting, stock optimisation and process automation,” she says.

“In a margin-sensitive sector where efficiency is everything, the ability to turn data into actionable insight is becoming a competitive differentiator. AI is no longer a novelty, it’s a key business tool.”

The right information

AI is key to The Wholesale Group’s growth strategy, she adds. “We’re already using it to better serve our members and their customers. It’s all part of a continued focus on data analytics –making sure we have the right information to make more informed decisions –and AI is the mechanism to get that data more quickly, in a manageable format.”

Douglas explains that The Wholesale Group is constantly drawing on various data sources such as the ACS (Association of Convenience Stores)

and its own suppliers to make sure members are well informed, and it sees AI as playing an increasingly important role in unlocking the true potential of the independent wholesale sector.

“Now is the time to stop theorising about its potential, and start implementing the tools that will help the industry to drive collective progress,” she maintains.

There is a lot of debate about AI and its threat to workforces. “At The Wholesale Group, it’s not about replacing people, it’s about enhancing the tools available to those people,” says Douglas.

Working closely with ShopAi, The Wholesale Group has developed DASHAi (formally Jake), an internal AI business intelligence solution, to support decision-making and forecasting.

“Ultimately, AI strengthens decisionmaking by bringing together multiple streams of data including sales performance, seasonal trends, promotional activity, supplier lead times and even external market indicators. It can easily identify patterns that would be difficult or time-consuming to detect manually,” Douglas points out.

Rather than relying solely on historic sales comparisons, AI models can analyse anomalies, flag emerging trends and simulate different demand scenarios. In forecasting, this means greater accuracy and reduced risk.

“Our members, supplier partners and central office can all anticipate spikes around key trading periods and use this information to make key

The Wholesale Group has developed DASHAi, an internal solution to support decision-making and forecasting.

business decisions. This data also allows our members to then adjust stock levels proactively and minimise both overstocking and out of stocks,” she explains.

For buying groups and wholesalers operating on tight margins, even small percentage improvements in forecast accuracy can translate into significant cost savings and improved availability.

The benefits extend beyond stock and order forecasting. AI-powered analytics can identify underperforming SKUs, highlight margin opportunities, support more targeted promotions and provide clearer visibility across regional or customer-specific performance.

Faster insights

“Crucially, it delivers these insights quickly – in many cases almost instantly. This enables faster, more confident decision-making in a fast-moving environment, reacting to trends as they emerge,” says Douglas.

As AI technology continues to evolve, its role within wholesale will increase and it will become more embedded in day-to-day operations. Douglas adds that as systems learn and improve over time, the quality of insight will strengthen, giving independent wholesalers access to capabilities that were once only available to the largest operators.

“For The Wholesale Group, this is just the beginning. The opportunity lies not simply in adopting new tools, but in shaping how they are applied to meet the specific needs of independent wholesale,” she says.

“By embracing innovation in a practical, commercially-focused way, we can help our members build more resilient, efficient and future-ready businesses, as well as support our suppliers in developing business.”

Clean up with the right lines

Suppliers are appealing to shoppers by offering laundry and cleaning products that combine a value proposition or eco credentials with trusted performance.

In the laundry category, shoppers are actively looking for products that combine trusted performance with real value. That’s where Ace stands out, maintains Robinson Young.

Ace is the No.2 stain remover brand in the UK, with strong national awareness. The company’s focus for the year is to drive growth through its hero SKUs – Ace for Colours onelitre and Ace Ultra for Whites one-litre.

“These core lines meet the main needs of shoppers today: protecting colours, keeping whites bright and delivering visible results at an affordable price point,” says Alex Rowland, product development manager.

“However, there is still a significant opportunity in the wholesale and convenience sector. Distribution of Ace in this channel does not yet reflect its strength in the wider market. In many depots, space is heavily weighted towards the brand leader. While this is understandable, it limits choice and doesn’t fully reflect changing shopper behaviour.

“Today’s consumers are more value-driven than ever. They are reassessing brand loyalty, comparing price points and looking for reassurance that they are getting performance without overpaying. By stocking both the brand leader and a strong number two like Ace, wholesalers can help retailers offer meaningful choice while strengthening their overall category proposition.”

Rowland adds that because space is always tight, range efficiency is critical. “Our advice to cash & carries and

delivered wholesalers is simple: focus on established, highrotation brands and ensure the range reflects a sensible good-better-best architecture.

“Ace sits firmly in that core branded space – offering performance comparable to the market leader but at a more accessible price. This creates competitive tension on shelf and helps drive incremental sales rather than forcing shoppers to trade down to private label.”

From a profit perspective, challenger brands play an important role, Rowland points out. “They support stronger margins, increase rate of sale through competitive pricing and keep shoppers engaged within the branded segment. With Ace already competitively positioned, wholesalers can offer retailers a product that works hard both in terms of value perception and cash return.”

Robinson Young continues to support the wholesale channel with regular price promotions throughout the year. These promotions are designed to drive depot engagement and support retailers in running compelling in-store offers. Keeping visibility high on key SKUs such as Ace for Colours one-litre and Ace Ultra for Whites one-litre can help maximise rate of sale and category value.

British eco-cleaning manufacturer Bio-D has introduced a safe and ethical fabric freshening spray to its range of sustainable, plant-based and vegan cleaning products.

Cotton Fresh Fabric Refresher is designed to leave fabrics smelling naturally clean by neutralising odours at the source, without using parabens or other harsh chemicals.

Made from only biodegradable and sustainably sourced ingredients, the spray’s ‘powerful yet gentle’ formula is designed to freshen-up clothes, shoes, upholstery, curtains, carpets, bedding and soft furnishings.

Bio-D’s managing director Lloyd Atkin said: “Life is busy, so eco-conscious choices should be simple to make. That’s why we’re continuing to grow our range to make it easy to buy products that do an excellent job while being kind to people, animals and the world around us.

“Two out of three UK shoppers express a preference for environmentally and socially responsible products (ethicalmarketingnews.com), so it’s vital that the quality of what they’re buying matches their expectations. We’ve spent time getting the formula of our Fabric Refresher spray just right.”

Bio-D’s Cotton Fresh Fabric Refresher is available in a 500ml bottle and a five-litre refill, both of which are recyclable and made from 100% post-consumer plastic. CCM

Paula Middleton, head of marketing, CJ Lang & Son

‘I’m

actually quite shy’

What have been your biggest achievements?

In terms of work I’ve had a few big achievements in my time. Working for First Group, the public transport provider, I project managed the rollout of the Platinum bus service in Aberdeen. Five-year-old buses were refurbished (so they looked brand new) and the relaunch was fully supported by a huge city-wide marketing campaign, driver training and a promise of money back to any customer who was unsatisfied with their journey. There was an almost immediate increase in passenger numbers of 5%.

Looking at more recent achievements at work, there have been a few –but none more so than the SPAR Scotland annual Tradeshow. Project managing this large-scale event whilst also continuing to deliver on a fairly chunky day job is challenging. However, the event continues to grow in stature with almost 900 delegates attending the 2025 event in Aviemore.

Outside work I was delighted to form part of a community-based team in my home town of Brechin that was instrumental in saving our local City Hall from closure.

Who has been the biggest inspiration to you?

My dad. He sadly passed away three years ago but his advice still echoes in my ears every day: always help your fellow work colleagues, speak to people as you would like to be spoken to, and work as a team. He instilled in me a strong work ethic from a very early age. He could also see the funny side in any situation and that has helped me endlessly throughout my career

What were your ambitions when you were growing up?

I always wanted to train guide dogs. It ’s no secret that I prefer dogs to most humans!

What are your interests outside work?

I love walking my dog. I’m lucky enough to live in the country, just outside Brechin, so I’m surrounded by fantastic walks where I can get peace and quiet and just walk with the dog. I also love a trip to the theatre, the cinema and to concerts (although my days of standing at a gig are gone). Anything that helps me unwind a bit – a spot of reflexology, an Indian head massage or a bottle of wine with friends – is an added bonus.

How would you describe your personality?

I can hear some people laughing as they read this but I am actually quite a shy, quiet individual. However, laughter and humour make up a huge part of my personality and I use them as a mask. I’m a loyal friend both in and out of work, I’m upbeat, always try to see the best in people and make the most of any situation.

What is your favourite film, book and song?

Film: Jaws – an absolute classic. Book: Sunset Song by Lewis Grassic Gibbon. Music: I’ve a wide love of music ranging from opera (encouraged through my dad) to artists like Bruce Springsteen, Queen, Take That, and Stereophonics.

If you won a holiday, where would you go and who would you take with you? I’d love to visit Verona and attend an open-air opera. That ’s on my bucket list and my husband John is well aware of my request. On that basis I’d better say I’ll take him with me! [John is pictured with Paula and daughter Samantha.]

What would people be surprised to know about you?

I’m a Brechin City football fan! CCM

First big break

On graduating from Abertay University in Dundee with a degree in Business Studies, Paula Middleton joined Watson & Phillip and then moved to Grampian Country Food Group. From there she got her first big break – at an engineering firm, AGR Automation, as its marketing manager. After almost six years, she joined First Group in Aberdeen as marketing manager and later became head of marketing for First across Scotland. After 15 years, Middleton had a stint working at a marketing agency before joining CJ Lang as marketing manager in 2018. She is now head of marketing.

Smoke-free sales light up

Wholesalers and their retail customers need to confidently navigate the tobacco category, including the wider smoke-free landscape, in order to ensure that adult smokers and vapers are aware of the choices currently available to them. Siobhan Kielty reports.

While the tobacco category continues to be a mainstay of the convenience channel, there are many shifts within the segment that wholesalers and retailers need to familiarise themselves with. With the Government and manufacturers alike pushing for smoke-free consumer choices, it’s important that wholesalers are able to guide and educate their retail customers about the opportunities for next-generation products.

Imperial Brands has launched an on-trend new flavour to extend its popular blu vape range. Creamy Tobacco has been developed in response to the growing demand for tobacco-inspired options. Former and current adult cigarette smokers, particularly in the 29-41 age group, have been seeking a pod-based experience to satisfy those who enjoy the taste of tobacco.

The new flavour is available as both a blu bar kit and as a pod pack. The blu bar kit features a silver-coloured device and is compatible with the other variants in the blu pods, enabling users to enjoy a variety of flavours.

“Our new blu box kit is a result of in-depth research and development with adult vapers to ensure we are providing them with a device that fits in the palm of their hand comfortably, delivers 1,000 puffs of intense flavour and appeals aesthetically,” says Yawer Rasool, consumer marketing director UK&I.

“Adult vapers now have more choice in the compliant devices they choose from and can opt for the format they prefer whilst still accessing our wide range of exciting blu pod flavours.”

According to research conducted by Philip Morris, retailers believe that while smoke-free alternatives are established in convenience retail, it is by educating adult smokers on the options available that further growth can be unlocked.

The survey of 200 UK convenience store managers reflects a strong belief in rising numbers of adult smokers showing an interest in smoke-free alternatives. Of those surveyed, 74% of retailers expect consumer demand to increase in 2026, with 86% of these planning to broaden their range to cater to the growing interest in the category.

‘Adult vapers now have more choice in the compliant devices they choose from and can opt for the format they prefer’

Yawer Rasool, Imperial Brands’ consumer marketing director UK&I

“As a manufacturer, we are committed to bringing products to market that reflect the continually evolving taste preferences of both new and experienced vape users,” says Shirley Soccio, head of consumer marketing for UK&I.

“Our research clearly shows that tobacco flavours remain a firm favourite among many vape users. This insight was the driving force behind the addition of Creamy Tobacco to both the blu bar kit and pod pack ranges.”

This NPD comes on the heels of last year’s blu box kit, which provided a sleek, portable and compliant alternative to disposables, featuring a durable brushed metallic finish, visible liquid level detection and security lock to protect the device when not in use.

The kit comes in three flavour options – Strawberry Ice, Lemon Lime and Mint – and is compatible with the entire range of blu pod flavours.

Retailers ranked product choice as the No.1 purchase driver, followed closely by education and lifestyle changes.

“In 2026, the smoke-free landscape will increasingly be shaped at the point of sale,” says Paul Dufourne, commercial director.

“As smoke-free ranges continue to expand and shoppers’ needs become more specific, retailers who can confidently explain the differences between formats and strengths will be best placed to help adult smokers find products that genuinely suit their needs, giving them greater confidence in their choices and supporting switching for good.”

“Philip Morris is committed to supporting retailers with the insight and tools needed to deliver this confidently in store and build their smoke-free business.”

HM Revenue & Customs (HMRC) is reminding manufacturers, importers and warehousekeepers involved with vaping products to prepare for registration for Vaping Products Duty (VPD) and the Vaping Duty Stamps (VDS) Scheme from 1 April 2026.

A new excise duty on vaping products is being introduced in October, alongside tobacco duty increases to incentivise smokers to choose vaping over smoking.

From 1 October 2026, VPD will apply to all vaping liquids sold or supplied in the UK at a flat rate of £2.20 per 10ml, regardless of nicotine content. At the same time, duty stamps must be affixed to the retail packaging of individual vaping products for the UK market.

A six-month grace period will apply for older stock already in retail channels; from 1 April 2027 all UK vaping products outside duty suspension must carry a duty stamp. Non compliance may result in civil or criminal sanctions.

To support implementation, HMRC has appointed Cartor Security Printers as the vaping duty stamps supplier under a concession contract. Businesses will purchase duty stamps directly from them using the supplier’s ordering and data capture system, which provides authentication and traceability features.

Duty stamps will only be supplied to approved individuals, manufacturers and importers. They must have HMRC approval first to use the stamps on vaping products.

Action required:

a Check whether you need HMRC approval: UK manufacturers of vaping products must apply for approval for both VPD and the VDS Scheme. Warehousekeepers may apply for VDS Scheme approval directly. Overseas manufacturers must appoint a UK representative to apply for the VDS Scheme on their behalf; importers will be liable for the new duty and must register if acting as a UK representative for an overseas manufacturer.

a Plan for duty stamps operations: Duty stamps must be applied before release for consumption and will combine physical security features with digital elements for traceability and authentication, with associated data recorded in the supplier’s system.

a Prepare for timelines and transitional arrangements: Applications open 1 April 2026; VPD and VDS Scheme start 1 October 2026; grace period ends 31 March 2027. It can take upwards of 45 working days in some instances for HMRC to complete its checks.

Source: HMRC

Philip Morris recently launched IQOS ILUMA i ONE, a new heat-not-burn device showcasing advanced features that include a touch screen, autostart and ‘flex puff’, which is designed to adapt to the rhythm of the user.

The IQOS ILUMA i range works with the Terea tobacco sticks and Terea Pearls range, and has been awarded Product of the Year 2026 in the heated tobacco category (Kantar).

Tobacco accessories

Sustainability continues to be a key concern for consumers and suppliers alike. The Clipper lighter brand has been producing reusable products for more than half a century and continues to innovate with consumer desires and ecological responsibility in mind.

Clipper remains at the top spot as the UK’s No.1 reusable lighter, and consumers can be reassured that they are buying into a brand that recognises the ecological impact of disposable products and provides a better option. Any worn-out parts can be replaced, the gas can be refilled, and the flint can be replaced.

‘From the beginning, we have promoted the consumption of reusable lighters to prevent plastic waste’

Mishu Sidhoo, head of sales & marketing, Clipper

“From the beginning, we have promoted the consumption of reusable lighters to prevent plastic waste. Our commitment to the planet and the unique design of our products have made us an iconic brand,” says Mishu Sidhoo, head of sales & marketing.

Clipper has long performed strongly in the convenience sector, with independent retailers contributing 50% of the brand’s total sales. Visually striking merchandising tools such as carousels, four-tier stands and shape displays have been designed to boost sales and offer value in the channel.

The displays are designed for countertops and contain multiple lighter collections that best utilise space.

With research into consumer buying habits showing that over 60% of lighter sales are decided at the moment of purchase, keeping products front of mind and conveniently available to shoppers is imperative.

Clipper displays increase sell-out rotation by 50% and provide 20-48 free lighters, representing a proven success model to convenience retailers.

With consumer habits changing – particularly around the move from smoking to smoke-free alternatives – Clipper has evolved to ensure demand for its products does not abate. For example, its Jet Flame Lighters work well against the wind.

Republic Technologies has joined forces with the Professional Darts Corporation as an official partner of the PDC’s Premier League Darts.

OCB and Swan are the two brands that will be seen on the televised event that is played weekly until 28 May. The partnership will be visual across all 17 host venues, with activations including video branding, tickets for customers, signed merchandise giveaways and player content.

“There’s a growing consumer appetite for darts right now and we’re excited to harness that surge in popularity to drive brand exposure and market growth,” says Gavin Anderson, sales & marketing director. “This collaboration positions us perfectly to engage new audiences and maximise commercial impact, with thousands of eyes on our brands each week.”

‘Most competitively priced’

The cigar category continues to reflect the unabating popularity of cigarillos, which are now worth £157.4 million in sales and account for more than half of all cigars sold in volume terms (IRI). The miniature segment is the next biggest seller, followed by the small segment. With consumers continuing to prioritise value, Scandinavian Tobacco Group UK introduced a 17-pack format alongside the existing two 10-pack offerings in its Signature Action menthol capsule range.

“The 17-pack delivers exceptional value to consumers, positioning it as the most competitively priced option in the market. It also offers an attractive margin for retailers, reinforcing our commitment to supporting our trade partners with highquality, high-demand products,” says Prianka Jhingan, head of marketing at STG.

“With cigars, it’s more important to stock the right range than a big range, so we usually advise wholesalers and cash & carries to consider stocking the top two or three brands in each of the four main cigar segments.”

Nicotine pouches

In the nicotine pouch category, Scandinavian Tobacco Group UK recommends that ranging should be more comprehensive. “There’s no doubt the nicotine pouch category will only keep growing in both size and significance, so it’s important to stock the right brands to maximise sales and profits,” says Prianka Jhingan, head of marketing.

“We advise cash & carries to stock a range including a mixture of well-established and newer brands, as they bring excitement to the category. They should also consider stocking a range of flavours and strengths to suit all tastes.”

‘There’s no doubt the nicotine pouch category will only keep growing in both size and significance, so it’s important to stock the right brands to maximise sales and profits’

Prianka

Jhingan, head of marketing, STG UK

With pouches continuing to rise in popularity among consumers, the convenience channel is experiencing fast growth and outpacing that of the grocery channel. “Our data shows total UK nicotine pouch sales have now reached the £200 million mark and are growing by 61% year on year in volume terms,” Jhingan says. “Volume sales have grown by 70% in the last 12 months in convenience stores, with our own XQS selling particularly well in this channel.”

To capitalise on the rising sales of the XQS range, STG UK has unveiled a rebrand with new-look packs available from this month. The rebrand features a bolder logo and elevated packaging to offer greater on-shelf standout.

A new flavour profile on the side of each pack indicates to consumers the degree to which each variant is sweet, fresh, zesty, tangy or icy. Outer packaging has also been updated to reflect the increased shelf impact and visibility of the brand.

STG UK advises wholesalers to keep abreast of developments in this flourishing segment, and the manufacturer is planning more activity over the year.

“Since launching into the UK nearly two years ago, XQS has got off to a great start but we’re confident this rebrand will have a significant impact on sales, creating a more confident, modern presence that enhances both shelf impact and brand recognition,” Jhingan states.

Energy is functioning well

The energy segment continues to perform strongly in the soft drinks category, with an increasing number of consumers finding the functional benefits that they are looking for combined with bold flavour profiles and a focus on value. Siobhan Kielty reports.

The energy category remains buoyant in the convenience channel, now worth £3.8 billion in value in the UK and forecast to grow by £678 million between 2024 and 2030 (Kantar).

While suppliers continue to invest in innovation and highvisibility campaigns, retailers continue to increase the space in their chillers for the segment. In such a competitive space, it’s important that wholesalers stay abreast of NPD and promotions that can maximise sales for their customers.

AG Barr has introduced new flavour NPD this month. Rubicon RAW Cherry Burst and Zero Added Sugar Cherry Raspberry 500ml cans both carry a £1 price mark and are set to add excitement to the energy category.

“With innovation driving 62% of energy category growth last year and demand for cherry-flavoured energy drinks soaring, these new flavours offer retailers a strong opportunity to attract new shoppers, drive incremental sales and increase basket spend,” says Lisa McKenna, brand director.

“Rubicon RAW brings a fresh point of difference to the energy fixture, combining big, bold flavours with real fruit juice and natural caffeine to tap into evolving shopper demand.”

The energy category continues to drive soft drinks sales in convenience. “Energy drinks make up 41% of drink-now soft drinks sales and we’re seeing the fastest growth come from natural energy, highlighting the demand from shoppers (Circana),” McKenna continues.

“This innovation, with its bold and colourful packaging, is designed to stand out in chillers and help retailers maximise growth in one of the most dynamic categories in store.”

The launch is being supported throughout the year with a continuous social media campaign estimated to reach 8.8 million consumers. Alongside this is high-footfall sampling activity designed to drive trial, encourage repeat purchase and create additional pull-through in store, helping retailers benefit from increased shopper traffic and rate of sale.

VITALIZES BODY AND MIND®

New Red Bull Spring Edition now available in 250ml and 473ml.

From Refresco comes more flavour NPD in the energy category. Caribbean Isotonic is the latest addition to the Emerge energy brand and combines vibrant tropical flavours with essential electrolytes.

“The new variant taps directly into consumer appetite for bolder, more adventurous tastes,” says a company spokesperson. “Caribbean flavoured isotonics are one of 2025’s standout performers within the isotonic category, significantly outpacing category growth and ranking among the fastest-growing flavours (IRI).”

The Emerge brand is championing the wholesale channel with various strands of activity, from ongoing value-led promotions across the full range throughout the year to a comprehensive line-up of price-marked packs to boost consumer confidence in the value offered by convenience retailers.

“Leaning into Emerge’s core message –quality without compromise – is key. With shoppers increasingly seeking functional energy at an accessible price, Emerge delivers a compelling value proposition that wholesalers can confidently champion,” the spokesperson continues.

“To get the most from the category, wholesalers should encourage retailers to rotate flavours regularly, giving shoppers reasons to return and discover something new. Maintaining strong availability of bestsellers alongside NPD like Caribbean Isotonic will help drive both loyalty and basket spend.”

A refreshed social media campaign will further amplify brand activity, focusing on energy, flavour and lifestyle moments that resonate strongly with younger consumers.

Neutonic distribution deal

Soft drinks wholesaler Westo Direct Wholesale has announced the launch of Neutonic, a fast-growing functional energy drink brand.

The partnership will see Westo Direct distribute the Neutonic 330ml drink range in the UK wholesale, convenience and specialist retail channels including vending.

Unlike traditional energy drinks, Neutonic is positioned as a ‘productivity drink’. It is formulated with nootropic ingredients designed to support focus and mental performance, while containing zero sugar and 120mg natural caffeine per can.

It is available in cases of 12 x 330ml cans in five flavours: Tropical Ice, Orange Sunrise, Wild Citrus, Strawberry Lemonade and Blue Raspberry.

The brand was founded by author and entrepreneur James Smith and podcast host Chris Williamson, whose platforms collectively reach millions of consumers globally.

Alongside this is the increased visibility created through partnerships with Tough Mudder and Notts County FC.

The Tough Mudder collaboration is an established relationship placing the Emerge brand at the heart of the UK’s popular and accessible endurance events.

The activity with Notts County FC will bring the Emerge brand into stadium activations, digital channels and community engagement moments throughout the football season.

The localised but high-impact partnership is in keeping with Refresco’s commitment to supporting grassroots sport through its Emerge brand and will bring the range front of mind with a loyal fanbase.

Coca-Cola Europacific Partners (CCEP) continues to champion innovation in energy, with brands performing well in various subsegments of the energy category. Its Monster brand continues to lead the energy category with flavour innovations and high-profile collaborations.

“Monster is known for its action-packed innovation pipeline, delivering 61% of all energy drink innovation sales in the past year alone,” says senior external communications manager Kate Abbotson.

“Last year it expanded choice across its key growth platforms, with launches including zero-sugar Monster Ultra Fantasy Ruby Red – part of the Monster Ultra range, GB’s No.1 zero-sugar energy brand – Monster Juiced Rio Punch, and Monster Lando Norris Zero Sugar.”

She adds: “Monster is now worth more than £846 million in value and is delivering greater value and volume growth than any other energy drink brand, with its innovation capturing more than half of all energy drinks innovation sales.”

More recently, CCEP has introduced Monster Juiced Viking Berry. Inspired by wild Nordic berries and Scandinavian fruit, the new variant is available in plain and price-marked cans.

The striking can design features Viking warriors against a Scandinavian backdrop, with the iconic Monster claw front and centre to deliver maximum stand-out on shelf.

The Reign Storm Clean Energy Range taps into the emerging wellness energy segment and uses natural colours and flavours with no added preservatives and zero sugar. It contains vitamins and minerals alongside naturally sourced plant-based caffeine from green coffee beans, guarana and green tea. The three variants are Valencia Orange, Peach Nectarine and Kiwi Blend.

“In 2026 we will see even more focus not just on flavourdriven innovation, but functionality too. Many consumers are looking for drinks with added benefits to fuel them during their workouts, which is why performance energy drinks

are growing in popularity,” explains Abbotson. “Reign Storm Clean Energy is aimed at a different occasion and audience in a smaller niche market compared to Monster and Relentless. It appeals to fitness enthusiasts with its functional recipe, expanding range and fitness-led marketing activity.”

Applied Nutrition is another energy drink supplier highlighting the opportunities in the functional category. Its ABE Performance Energy range features ingredients and stimulation needed for workouts and those looking for a convenient format for targeted energy release.

Each can combines 200mg caffeine with proven performance ingredients including 2g citrulline, 2g beta-alanine, taurine and added B-vitamins (B3 & B12). Halal certification and zero sugar credentials further broaden shopper appeal.

The latest addition to the range is White ABE Performance Energy, a crisp flavour profile that will encourage trial from a fast-growing performance energy consumer base.

Meanwhile, a four-strong range of ABE Energy Shots are particularly suited to the convenience channel as they offer a high margin and a space-saving format as they are only 60ml and can be displayed on countertop units and secondary displays, increasing the likelihood of impulse purchasing.

Celsius is a proven energy brand in the US and is now looking to increase brand awareness in the UK functional energy market. Brand activity this year includes investment in PoS material for cash & carries and convenience retail spaces. In addition, the UK roll-out of the global brand platform Live Fit Go includes a campaign promoting in-store activation and the draw of a global partnership with the Aston Martin Aramco Formula One team.

“Through dedicated resources, we work to provide robust category insights, shopper data, and product knowledge wholesalers need to support their retail partners, driving sales and facilitating turning data into action,” says a company spokesperson.

“This enables wholesalers to confidently recommend full range listings, optimal space allocation, and effective promotional mechanics to their retail customers.

“We have a great team who work closely with wholesale partners and their retail customers to deliver in-store activations that drive visibility and trial to ensure conversion. By aligning on plans and promotions that work,

our aim is to generate repeat purchase and grow category value together.”

NPD from AG Barr’s Boost brand are three new flavours in its 250ml energy range. Boost Zero Sugar Citrus Zest, Boost Zero Sugar Dark Fruits and Boost Limited Edition White Peach are all available in 75p price-marked cans.

“These latest launches help retailers tap directly into what energy shoppers want right now – exciting new flavours and zerosugar options that don’t compromise on taste. Limited editions, in particular, play a vital role in driving trial and excitement, while our Zero Sugar range supports retailers looking to meet evolving shopper needs,” says Lisa McKenna, brand director.

Boost is the third largest brand in stimulation energy and is outperforming the market with 14% growth (Circana). Flavour continues to be a priority for many consumers and the demand for low and no sugar continues to rise.

‘These latest launches help retailers tap directly into what energy shoppers want right now – exciting new flavours and zero-sugar options that don’t compromise on taste’

Lisa

McKenna, brand director, AG Barr

The Boost brand is now the official sports & energy drink of the Betfred Super League. “We’re absolutely delighted to become an official partner of the Betfred Super League, the straight-up fuel for a straight-talking game,” says McKenna.

“Rugby League is known for its no-nonsense, down-toearth simplicity, which is what Boost is about – providing functional power for everyday moments.

“Furthermore, the Betfred Super League has an incredibly powerful connection between teams, athletes and fans, from elite all the way through to community.

CARIBBEAN STYLE

“The fans power the players, who power the game and our role will be to fuel both players and fans so they can go the 80 minutes and beyond. The season is right around the corner so we’re really looking forward to getting under way and showing fans what we’re all about.”

Sports lifestyle brand Red Bull has found sustained success with its Editions innovations. Last month saw the first Spring Edition launch, with the addition of Cherry Sakura to the line-up. The clean white can features subtle pink accents that directly reflect the iconic Japanese cherry blossom.

The latest range extension follows a solid performance for the energy category and for the Red Bull Editions range, with each launch creating seasonal excitement.

With a record of strong sales from the outset, Red Bull has, for the first time, produced a 473ml price-marked can for its Editions range in addition to the 250ml offering. This means that loyal shoppers have the opportunity to trade up while the entry price point is maintained to attract new consumers.

“Functional energy drinks, specifically, are key to growth in the impulse channel, especially during the summer, with functional energy driving 47% of all soft drink growth in impulse during the summer of 2025 (Nielsen),” reports a company spokesperson.

“Within functional energy, Red Bull is the best-selling drink in the fridge, selling more units than any other singleserve soft drink in the chiller. In fact, Red Bull Energy Drink 250ml, 355ml and 473ml are the top three SKUs, delivering most value in the channel,” adds the spokesperson.

Seasonal sales are also an important factor for deciding on range and formats. “Although core SKUs drive the most value, summer is a key time to engage the influx of new shoppers through NPD, to drive incremental sales.

“The success of last year’s Summer Edition is evidence of this, driving 66% more value than the prior year’s Summer

Edition. In fact, Red Bull Summer Edition was one of the most successful NPDs across FMCG last year, ranked No.5 in weekly sales (Nielsen),” the spokesperson says.

“Multipacks are also a key growth driver in functional energy, and summer is a key time to trade consumers up into larger pack formats as occasions get bigger. 25% of food and drink occasions in June, July and August feature four or more; the only other time this is higher is in the month of December (Worldpanel).”

The new Red Bull Spring Edition with the taste of Cherry Sakura is a full-sugar variant and is available in a 250ml plain or price-marked can, 355ml can, 473ml plain or price-marked can, and a 4 x 250ml multipack.

‘Although core SKUs drive the most value, summer is a key time to engage the influx of new shoppers through NPD’

Red Bull spokesperson

Nichols is accelerating its expansion in the energy drinks category with the launch of Vimto Energy Tropical Cooler in a 500ml plain and price-marked can.

With PMPs proven to increase shopper confidence and value perception in the convenience channel, the assurance of value along with the visually bold can should encourage wholesalers and retailers to include the NPD in their energy range.

“We are really excited by the launch of Vimto Energy Tropical Cooler, the latest product in our growing energy range which has been developed to specifically target the convenience and wholesale channels,” says Angela Reay, marketing director.

“Flavoured energy and price-marked packs are delivering strong growth in impulse, and this launch brings both together in a trusted, mainstream brand.

“The Tropical Cooler flavour delivers a sense of escapism while staying true to Vimto Energy’s inclusive proposition, helping retailers attract new shoppers, drive repeat purchase and unlock incremental category growth.”

The drink highlights functional benefits as well as an ontrend taste profile. Vimto Energy Tropical Cooler is high in Vitamins B6 and B12, contains zero sugar, and is made with natural caffeine and real fruit juice.

Vimto Energy is already a strong performer for retailers, with sales up 85% year on year (Nielsen) and a broader audience of non-energy drinkers and occasional energy drinkers as well as regular energy consumers.

Tropical flavours are growing by 12% year on year, and the new variant is expected to capitalise on this increased consumer demand.

Give your Sales a Very

CHERRY ENERGY BLAST NEW

CHERRY FLAVOURED SOFT DRINKS HAVE ADDED £62M TO SOFT DRINKS IN THE LAST TWO YEARS*

INNOVATION DROVE +62% OF ENERGY CATEGORY GROWH*

Health and value fuel snackers

Wholesalers and retailers looking for category growth need to consider current consumer trends, from protein boost and health credentials to bold flavours and textures.

Snacking continues to drive consumer footfall in the convenience channel, whether it’s on-the-go sustenance or stocking up for a night in. The shopper habits driving these sales – such as a demand for value and a thirst for NPD – ensure that manufacturers keep a stream of activity feeding into the category.

Over the past few years, shoppers have increasingly looked for functional benefits from their snacking choices as consumer lifestyles alter. Jack Link’s is targeting further growth from the next generation of snack consumers with a timely collaboration. The protein snacking supplier has partnered with digital creator superbrand MrBeast to launch a new range of MrBeast-endorsed high-protein meat snacks.

The co-branded dried meat snack offers an opportunity for retailers to unlock incremental growth in the category. The UK jerky and biltong category has increased by 26% over the past three years and is now worth £44 million (Nielsen).

The category still has room for significant further growth, with household penetration at just 6.7%. The collaboration with MrBeast aims to capitalise on the influence of the world’s number one social media creator to drive engagement among Gen Z and Gen Alpha consumers.

“This partnership with MrBeast represents a step-change for the meat snacks category and a major commercial opportunity for retailers,” says UKI country director David Harriman. “By combining Jack Link’s trusted protein credentials with the cultural reach of the world’s biggest digital creator, we are unlocking a powerful route to recruit younger shoppers into the category at scale.”

The new range features eye-catching MrBeast branding and consists of 25g and 60g Beef Jerky in Original, Teriyaki and Sweet & Hot variants.

The launch is being supported by marketing leveraging MrBeast’s global digital platforms. Applied Nutrition provides protein snacking for both sweet and savoury tastes. For savoury snackers, its ovenbaked Protein Chips provide 15g of pea protein per bag and are gluten free and lower in fat than traditional crisps, appealing to the flourishing better-for-you market.

Healthy snacking brand Palse also has a range high in protein derived from legumes. Products include Jalapeno Crunchy Peas, Sea Salt & Vinegar Crunchy Peas and Paprika Crunchy Broad Beans, all in price-marked packs flagging up their better-for-you credentials.

According to business development director Jason Stocker, one of the most impressive areas of Palse’s impact is in wholesale distribution. “Major national and regional wholesalers now recognise Palse as a high-demand, fast-moving category that drives both customer satisfaction and repeat sales.

“The products have become a staple for businesses aiming to offer healthier alternatives alongside traditional snacks, helping wholesalers diversify their portfolios while responding to genuine demand.”

American pickle brand Van Holten’s is the name behind a new range of puffed snacks delivering 15g of protein per 100g. The range is launched this month and comprises Big Papa (dill pickle), Hot Mama (hot pickle) and Garlic Joe (garlic pickle) variants in £1.25 price-marked packs.

A surge in popularity for pickle-flavour snacks has been driven by social media influences and is a particular hit with Gen Z. Own-brand specialist Whatever Brands has partnered with Van Holten’s to produce the Pickle Puffed Snacks, while UK distribution comes from Pulse SD.

Envis Snacks is also renowned for its bold flavours and textures, with core lines such as Paprika X-cut Crunchips and Curly Classic. The addition this month of Tex-Mex Curly to the line-up follows the introduction of Hot & Spicy X-cut Crunchips 75g.

“We remain focused on giving retailers choice on our best-selling X-cut range, with 75g and 130g options across the range,” says Andy Brown, director. “Retailers can trade up to offer larger everyday packs, which seems to be a trend.”

Brown advises wholesalers to carry a range that includes core lines, products that offer differentiation, and NPD backed up with good availability.

He added: “We work on providing everyday promotional pricing to wholesalers to reduce peaks and troughs in sales and to also help maintain availability. We offer good lead times on deliveries and market-leading best-before dates on our range of between 9-12 months from production.”

KP Snacks has brought its hero crisp brand McCoy’s into the nuts category with the launch of McCoy ’s Coated Peanuts. The new range features peanuts coated with a crunchy outer shell and infused with McCoy’s signature punchy flavours. Flame Grilled Steak and Salt & Malt Vinegar variants are available, both in £1.35 price-marked packs.

“Launching McCoy’s coated nuts is a major milestone for the brand, breaking the barriers between crisps and nuts to deliver an exciting new product that broadens McCoy’s bold taste and texture credentials, while staying true to its iconic and intense flavours,” says senior brand manager Beth George.

“Tasty Nuts represents a huge opportunity to expand the McCoy’s brand, with this segment holding a 10.3% share of crisps, snacks & nuts sales.”

George adds: “These two new products are perfectly positioned to disrupt the category and excite shoppers, bringing new consumers into the coated nuts segment with the bold appeal of McCoy’s signature flavours and the trusted quality of KP Nuts. We’re also dialling up visibility with high-impact media and PoS to capture consumer attention and drive interest in the new range.”

KP Snacks has continued to invest in its PMP strategy with this launch, focusing on a segment that drives sales in convenience and is currently worth £343.1 million and growing 5.4% ahead of the overall category.

The supplier has also added to its PMP NPD with Nik Naks Xtra Hot ’N’ Fiery in a £1.35 price-marked pack. The launch taps into the enduring call for bold flavours and is buoyed by an on-pack consumer promotion.

Live until 10 May, the campaign is featured across £1.35 PMPs and grab bags for KP Snacks’ heritage brands including Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters. Thousands of cash and music-related prizes are on offer to consumers, along with a £25,000 retailer incentive.

“Crisps, snacks & nuts is a dynamic, exciting and growing category, outpacing the growth of other impulse sectors,” says head of convenience & impulse Stuart Graham. “It represents a massive opportunity for retailers to grow sales and drive footfall by continuing to focus on key consumption and shopper trends.

“At KP Snacks, we are fuelling this momentum and driving much of the category growth with our broad portfolio of snack products, offering something for all consumer need states, occasions and budgets. We have some of the

nation’s biggest snack brands, with No.1 brands in many segments – from Hula Hoops and McCoy’s to Butterkist and KP Nuts.”

Tayto Group has also tapped into the effectiveness of price-marking in the snacks category. “In the tough convenience market, PMPs account for 81% of sales. Sharing PMPs (£1+) are worth over half of all snack sales, with Golden Wonder sharing PMPs outperforming the market and growing at 24.2% (Circana),” says Phil Holford, senior brand manager.

“When it comes to formats, value and sharing occasions are still driving crisp and snack choices. As saving money continues to be a priority for many, at-home sharing and affordable treats continue to be big sellers.”

The supplier is expanding its price-marked range with the launch of Oinks £1 PMP sharing format, the relaunch of Saucers Sour Cream & Onion and the launch of Bikers Cheese & Onion 35p PMP (2 for 60p multibuy).

More PMP activity comes from PepsiCo, which has launched an 85p PMP across its impulse bestsellers. This follows last year ’s introduction of the ‘Max your Snacks’ category guide for retailers.

The 85p PMP range spans the brand’s core range in 32.5g packs. Kantar estimates that 750,000 impulse shoppers risk exiting the category at the £1 price point so this new PMP strategy aims to address this barrier.

This month, retailers can participate in a promotion from Kellanova running on its Pringles and Cheez-It brands. Wholesale partners Bestway, Booker and participating buying groups have launched a cricket competition giving retail customers the chance to win a matchday experience.

There are 10 pairs of VIP experience tickets to be won –five pairs of England cricket tickets and five pairs of Vitality Blast T20 tickets – with entry requirements being the purchase of two cases of qualifying PMP formats from the participating wholesalers. CCM

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