Wholesaler Booker is expanding its catering portfolio with the launch of a new World Cuisine range.
The offering will feature Greek, Turkish, Italian, Indian and African-Caribbean products, as well as chicken shop items.
Aimed at the hospitality and catering sector, Booker will be introducing around 70 new food and drink lines under the World Cuisines sub-brand. They will roll out into 57 branches, which have been selected based on their customer demographic and the types of cuisines on offer and in growth from dining outlets in their catchment areas.
The wholesale giant has also appointed dedicated colleagues in each branch – known as World Cuisine champions – to act as ambassadors for each global region.
They will work closely with customers to identify their requirements, preferred brands and products, with this insight used to advise Booker’s buying team to source items in demand and further grow the range.
New products available include Greek fresh meats for gyros and skewers, sourdough pittas, authentic edesma and Kolios feta, Italian premium truffle oil, pistachio spread, continental beers and speciality wines.
From Turkey, Booker will be offering halloumi, tahini, pomegranate molasses, sucuk (beef sausage), and bulgar wheat, alongside Indian paneer, frozen parathas, okra, chutneys, ghee and clay oven spicy giant naans.
African tilapia, shaki (beef tripe), goat meat, chicken gizzards and fresh produce such as yams and plantains will be available, while chicken restaurants can source breader mix, chilli flame marinated chicken pieces, strips and wings.
For drinks, the new range includes premium Turkish raki brands Beylerbeyi Gobek (70cl) and Tekirdag (70cl), and beers such as Italian Menabrea and Ichnusa, African Star beer, Gulder and Orijin, and Greek Mythos.
A selection of wines will also be available, such as primitivo and gavi, as well as non-alcohol 0% Birra Moretti and Nozeco Spumante.
”This is a unique launch for us as it’s highly targeted, based on customer feedback and interviews, research on the local landscape, and data on the growing consumer demand for ethnic and world cuisines,” said Booker director of trading for fresh foods Mark Suddaby.
”Our initial focus will be on urban and city centre-based branches, particularly those with international populations and a high level of home delivery restaurants, takeaways and dark kitchens.”
In addition to having World Cuisine champions in branches, Booker will also be running national promotions, customer discounts and offers.
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