Spar wholesaler Appleby Westward is launching a new quarterly campaign focusing on everyday low pricing, backed by a “significant investment” over the next 12 months.
The strategic initiative is designed to enhance Spar retailers’ ability to deliver strong value while protecting margins in an increasingly competitive market, the wholesaler said.
It will be reducing the wholesale prices on approximately 100 lines, which will be locked in for 12 weeks per cycle, ensuring “long-term value for retailers” and enabling them to “plan with confidence”.
The campaign spans ambient, alcohol, fresh, chilled and non-food goods, including Braces medium white bread, Fairy Liquid Original 320ml, Weetabix 24-pack, Monster energy drinks, Thatchers Gold cider four-packs and Allride Screenwash 5L. Spar own label is also included in the campaign.
The campaign launched on 7 July, with the first 12-week cycle running to 29 September. Appleby Westward supplies 300 Spar stores across the south west, which includes 130 company-owned sites.
“While Spar South West has always maintained competitive pricing, this significant investment demonstrates our commitment to providing exceptional value to both our retailers and their customers,” said Appleby Westward sales and recruitment director Steve Thomas.
“This initiative will strengthen our position in the convenience market and support our retailers in driving customer loyalty through consistently low prices.”
The wholesaler hosted its 2025 Tradeshow & Conference earlier this month at the Riviera International Centre, Torquay.
MD Mike Boardman addressed recent headlines regarding Appleby Westward seeking a new UK-based owner as part of a wider strategic realignment by parent company Spar Group South Africa.
He emphasised that operations continued unchanged and that the business remained committed to customers, Spar retailers and suppliers during the transition.
Boardman also clarified that the announcement of the successor was not imminent. He said: ”These processes take time. It won’t be today, tomorrow, next week, or next month, so we’re just getting on with our business.”
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