Sugro is planning to develop a more consumer friendly image for the retailers who trade under its fascia.
Philip Jenkins, md of the wholesale group, said it would spend a six figure sum to "substantially develop" a new look for retailers.
Jenkins admits the current Sugro logo is "not ideal" and has done little to secure shopper loyalty. "We recognise the front of store image needs changing. Sugro means nothing to consumers and we need to develop a higher profile image to secure bigger retailers."
Jenkins said this was one way in which Sugro wanted to give retailers a "point of difference in the market".
The group expects to reveal its plans in September.
But at Sugro's annual conference Jenkins announced it wanted to further develop its Sweetbreak initiative with more promotions and merchandising deals.
"We have 500 retailers signed up and we want to extend this scheme," he said.
He also said Sugro's Snacktimes product range was being relaunched with new packaging and variants, and its Happy Times range was being extended.
Sugro chairman Richard Bishop had harsh words for suppliers who failed to recognise the need to give the sector better margins. "In the UK we do not have Retail Price Maintenance but our shared margin results, in fact, from recommending a retail price. Suppliers could therefore achieve an increase in the wholesale margin by simply adjusting the RSP at no cost to themselves."
And he urged suppliers to give serious thought to the issue before the wholesale sector took the matters into its own hands.
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