Booker Wholesale is overhauling its own-brand catering portfolio with the launch of three newly created catering brands.
Rolling out today (9 September) under the names Chef’s Essentials, Chef’s Menu and Chef’s Premium, the brands will offer three pricing tiers across a range of categories.
The frozen chips and fries range will be the first Chef’s relaunch, with 10 new SKUs available to the foodservice sector, including pubs and bars, hotels and restaurants, street food trucks, fast food outlets and takeaways, and QSR and casual dining venues.
Supported by new branding and a refreshed look, the top tier Chef’s Premium range of frozen chips will include Super Crispy Skin-On Fries, Super Crispy Fries and Triple Cooked Chunky Chips.
Under the mid-tier Chef’s Menu, Booker is offering five products, including Crispy Straight Cut Chips in two sizes, Crispy Steak Cut Chips, Crispy Julienne Fries, and Crispy Skin-On Straight Cut Chips – all identifiable with colour coded packs, signposted chip sizes in millimetres and transparent windows.
Booker Chef’s Essentials range will feature two entry-level products, including Chunky Chips and Straight Cut Chips in black and white checkerboard boxes.
All products in the new frozen chips portfolio signpost essential information such as gluten-free and vegan, with SKU numbers positioned in the same place on each pack.
“This is an exciting evolution for us as we’re embarking on a journey to refresh, reinvigorate and reposition our own brand ranges under our three new Chef’s brands, with a bold packaging refresh to deliver clear product differentiation and brand recognition,” said Booker head of own brand product Karen Poole.
“We have undergone a major review with a tight focus on value, choice, quality, reducing food wastage and giving chefs the tools and ingredients they need to make their menus work harder.
“We strategically decided to lead our Chef’s brand overhaul with our frozen fries and chips core proposition, improving the formulations and coatings to ensure each variant has a satisfying crunch, fluffy centre, retains its heat and stays warmer and tastier for longer – however they are served.”
Poole added: “This is the first in a series of range reviews and we’re working on relaunching several other key categories this year so watch this space. We’re keen to remain agile as a business, meet evolving consumer demand, and work with our foodservice and catering customers to give them the products they need to remain competitive.”
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