3663 plans to double own-label line-up

3663 has set out an ambitious four-year plan to double its own-label range.

The 720 own-label products the foodservice wholesaler currently offers are being relaunched and the company will add new products every month.

All own-label lines are being benchmarked against competitor products. The products are being tested by a panel of 3663 staff in a blind taste test and if the panel prefers the competitor product, 3663’s product will be sent for reformulation.

So far, 468 products have passed benchmarking, 26 have been reformulated and two lines have been pulled.

“The main driver for customers buying own label is quality,” said 3663 own label manager Nicky Dixey. “They expect it to be cheaper than brands but quality has been a problem for them in the past. Hence the benchmarking to convey the quality.”

Own label accounts for 20% of 3663’s sales. Dixey said it wanted to grow that as it provided better margins than branded lines.

“There’s a lot of range review going on to identify where the gaps are against competitors and trends in the market,” Dixey said.

The overhaul may also see 3663 cull some brands, Dixey suggested. “We’ve got a lot of branded products that could potentially be own label.”