Booker Wholesale is relaunching its full range of catering-sized sauces and dressings as part of its ongoing own brand transformation.
The bulk table products will be offered across the newly created Chef’s Essentials, Chef’s Menu and Chef’s Premium brands, while all one-litre sauces and dressings will be consolidated under the Chef’s Menu tier.
In line with the wider brand overhaul, the sauces range will include improved recipes; clearer, modern packaging; simpler product names; and front-of-pack messaging on whether they are vegan/vegetarian and with chilli ratings.
Booker will also be introducing three new products designed to tap into emerging flavour trends including Korean Style BBQ sauce, Buttermilk Ranch sauce, and Coronation Mayonnaise.
In addition to the new lines, key recipes across the core Chef’s Menu range have been reformulated and improved, including Tomato Ketchup, Brown Sauce, Vegan Mayo, French Dressing and Caesar Dressing, which have all been benchmarked against market-leading brands.
Sweeteners have also been removed from all Chef’s Menu products to align with customer preferences and clean ingredient trends.
“This is another big milestone in our journey to revitalise our own brand offer,” said Booker head of own brand and product Karen Poole. “With the sauces range relaunch, we’re building on the momentum of our Chef’s brand rollout – giving our catering customers the high-quality, versatile and trend-driven products they need, while making it easier than ever to shop and serve.
“We’ve listened carefully to our customers, and the result is a smarter, clearer, and more purposeful range of sauces and dressings –from the way they look to the way they perform. Whether it’s front-of-house for self-serve or being used in the kitchen to elevate dishes, these products deliver.”
Poole added: “This is just the beginning of what’s to come. We’re working through a series of own brand reviews that will see even more exciting developments across categories in the months ahead. Every decision is grounded in quality, value and insight – helping our customers stay competitive and creative in an ever-changing foodservice landscape.”
At the start of September, Booker relaunched its frozen chips and fries range, followed by the relaunch of its frozen desserts portfolio.
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