{"id":27008,"date":"2025-04-30T10:49:51","date_gmt":"2025-04-30T09:49:51","guid":{"rendered":"https:\/\/insider.thewholesalegroup.co.uk\/?p=27008"},"modified":"2025-05-01T09:23:28","modified_gmt":"2025-05-01T08:23:28","slug":"new-own-brand-range-delivers-quality-value-and-purpose-for-professional-kitchens","status":"publish","type":"post","link":"https:\/\/insider.thewholesalegroup.co.uk\/articles\/news\/new-own-brand-range-delivers-quality-value-and-purpose-for-professional-kitchens\/","title":{"rendered":"New own brand range delivers \u2018quality, value and purpose\u2019 for professional kitchens"},"content":{"rendered":"\n<p>The Wholesale Group is launching a new foodservice range to satisfy demand for high quality, professional products created specifically for the needs of chefs, caterers and industry kitchens.&nbsp;<\/p>\n\n\n\n<p>Launching in April, the new CHEF Approved range provides a core range of high-quality foodservice products for every day use, supported by two sub-brands: CHEF Prestige, a range of premium ingredients delivering exceptional taste and specification, and CHEF Hygiene, providing cleaning, hygiene and janitorial solutions.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"New CHEF Approved\" src=\"https:\/\/player.vimeo.com\/video\/1079824776?h=ca2ea38457&amp;dnt=1&amp;app_id=122963\" width=\"800\" height=\"450\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The range, which comprises more than 300 products, includes bestselling products from both Confex and Fairway Foodservice\u2019s award-winning own brand ranges, CORE and CHEF Approved, rebranded. The range is supported by a vigorous new product development plan for 2025 and beyond to ensure the range reflects upcoming trends and remains relevant and fresh.&nbsp;<\/p>\n\n\n\n<p>\u201cIndustry research consistently highlights the importance of a strong own brand range for foodservice wholesalers and operators, so we are delighted to launch the CHEF Approved range which builds on the successful foundations of CORE and CHEF Approved,\u201d said Coral Rose, co-chair, The Wholesale Group.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE-788x394.webp\" alt=\"\" class=\"wp-image-27028\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/CHEF-RANGE.webp 1024w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Within foodservice, own brand products provide a powerful point of difference that protect and celebrate wholesalers\u2019 independence while offering a cost-effective alternative to big brands without compromising on quality.&nbsp;<\/p>\n\n\n\n<p>\u201cAt the heart of the CHEF Approved range is value, quality and purpose. Every single product in the range has earnt its place based on sales and customer feedback and consistently performs under pressure,\u201d said Rose.&nbsp;<\/p>\n\n\n\n<p>\u201cWe have developed the range utilising our members\u2019 extensive industry knowledge and expertise to provide one trusted brand offering three professional solutions for all kitchens.\u201d<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP-788x394.webp\" alt=\"\" class=\"wp-image-27032\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/04\/DESSERT-GROUP.webp 1024w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The launch of CHEF Approved will be supported by a full promotional calendar and a ready-to-use toolkit of sales resources and marketing materials to drive awareness and engagement.<br><br>\u201cThe new range also provides an invaluable opportunity for members to support their foodservice customers with Chef INSIDER, our digital magazine\u201d said Rose. \u201cIt is bursting with ideas, recipe inspiration and insight to maximise profitability and make the most of the latest trends and seasonal opportunities.\u201d&nbsp;<\/p>\n\n\n\n<p>CHEF Approved is available exclusively through The Wholesale Group members.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Wholesale Group is launching a new foodservice range to satisfy demand for high quality, professional products created specifically for the needs of chefs, caterers and industry kitchens.&nbsp; Launching in April, the new CHEF Approved range provides a core range of high-quality foodservice products for every day use, supported by two sub-brands: CHEF Prestige, a [&hellip;]<\/p>\n","protected":false},"author":705,"featured_media":27020,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[386,504,603,526],"tags":[],"keydate":[],"member-selection":[724,725,726,727,728,723,734],"supplier_sponsor":[],"class_list":["post-27008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-brands","category-news","category-products","member-selection-member-select-52","member-selection-member-select-19","member-selection-member-select-9","member-selection-member-select-18","member-selection-member-select-4","member-selection-member-select-0","member-selection-member-select-99"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New own brand range delivers \u2018quality, value and purpose\u2019 for professional kitchens - The 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