Booker is set to invest £5m in a new foodservice-focused pricing strategy.
Running throughout the course of 2026, the ‘Value Hero’ campaign looks to provide additional value for caterers, chefs, foodservice operators and hospitality venues.
It will focus on key profit-driving lines across both branded and Booker own-brand products, and will span multiple categories. There will be 221 products under the scheme at launch, including essentials such as milk, chicken, bacon, napkins and blue roll.
Distinctive new branding will roll out to signpost products included in the Value Hero campaign. It will be implemented across all 190 branches, on Booker’s website, and across all marketing communications and digital channels.
There will also be full branch takeovers, which will feature car park banners, bollards, posters, freezer vinyls, pallet wraps and shelf edge tickets.
“With this investment, we’re doubling down on our commitment to quality, value, service and ensuring our foodservice customers can access the products they use the most, at prices that support their profit margins,” said Booker chief commercial officer Sheila Gallagher.
“We’ve listened to customer feedback and are responding to the changing needs of the sector. It’s a challenging marketplace with cost pressures from all angles, and we’re here to support our customers throughout the year – from pubs and restaurants to chip shops, takeaways and cafés.
“The priority for Value Hero is to reinforce and demonstrate that Booker delivers long-term value, choice and service and is the place to find trusted, quality, reliable products all year round.”
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