JW Filshill has partnered with frozen food supplier Eden Farm to drive growth in the category across its KeyStore fascia.
The pair are working together to promote a “Feed the family for £5” deal throughout the wholesaler’s Scottish convenience store estate.
The products available are from County Durham-based Eden Farm’s Farmer Jack’s range, with the deal currently being trialled in 22 KeyStore outlets.
It allows shoppers to purchase the choice of Farmer Jack’s Breaded Chicken Nuggets or Chicken Popcorn with American Fries or Straight Cut Chips, alongside Garden Peas or Mixed Vegetables, and either Chocolate & Vanilla Ripple Ice Cream or Vanilla Ice Cream for £5.
Early results are showing an uplift in rate of sales and volume, according to the pair.
“The frozen food sector can be challenging for independent retailers, so we have worked closely and collaboratively with Eden Farm to find solutions that work for KeyStore retailers to help them maintain profitable margins and ease of supply,” said JW Filshill category buyer for food and third-party supply Stuart Auld.
“We’re also very aware that shoppers’ budgets are squeezed just now due to cost-of-living pressures. The deal allows shoppers to purchase a full meal, including dessert, for just £5.”
Speaking of the partnership, Auld added: “Filshill’s strategy over many years has involved working in partnership with our suppliers – collaborating with them, sharing information, and making them part of our success story.
“Eden Farm really stepped up to the challenge in terms of range and pricing – this is a prime example of the type of collaboration we want to nurture with our suppliers and one of key areas of support for KeyStore retailers.”
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