Simon Mowbray
Kerry Foods Direct to Store is ditching its £40m Millers sandwich range for a new line-up bearing the names of some of Britain's biggest brands.
Replacing the Millers range from Monday (September 2), the new range will include offerings starring the likes of Wall's, Mattessons and Heinz. Bernard Matthews, John West and Young's will also feature.
Sales and marketing director Paul Stubbins said the new range will retail at between £1.29 and £2.19 and claimed it would take the company into a "new league".
The sandwiches will be available from Kerry Foods Direct to Store six days a week.
However, independent and convenience retailers are likely to watch carefully how the newcomers fare, with the Millers brand having become an integral part of many businesses.
In particular, the brand was seen as a valuable rival to Ginsters which dominates the forecourt market. Millers was launched three years ago and turned into a successful £40m line for Kerry.
"The Millers range has served us well but the association with market leader like Heinz and Wall's takes us into a new league," said Stubbins.
"Growth for Millers was superb and the key to the convenience market is frequency of service ­ making sure the product range is available for the consumer to buy. I have no doubt that consumers will continue to put their trust in heavily branded options. That's why this new sandwich offering is particularly important to us."