The plans include an investment of £1.3m in its Everyday Value package, which benchmarked the price of core products against major competitors and has been adopted by some 260 of Halls' Spar retailers in north England.
Retail director Peter Dodding said retailers needed to "get fit for fresh", with the goal of increasing sales from fresh foods, promotions and offering value to customers.
The wholesaler this month launched a £2.50 meal deal as part of its plans to invest in food-to-go promotions. It covers 11 Spar-branded sandwiches, 27 crisps or snacks and 17 drink SKUs. The sandwiches are made at a factory in Blackpool bought last year.
"We need to take improved control of fresh foods to drive footfall and respond even better to the needs of our customers," said Dodding. "Promotions will continue to be very important but areas such as fresh foods, food to go and meal solutions are key. This meal deal will be critical to driving sales. We will be providing massive PoS support."
Dodding hopes the plans will help retailers build on 3% like-for-like sales growth in 2009.