bestway world foods aisle

Bestway has launched a new range of branded world food products from seven global regions.

Key brands including Laila, Greenfields, Akash, Elephant and Gits will be stocked across 12 strategically selected Bestway and Batley depots. The range covers the Caribbean, Europe, Mediterranean, Africa, Middle East, South Asia and the Far East

“The vast majority of true, authentic world foods are consumed by the various ethnic groups,” said category controller for world food at Bestway Umar Sheikh.

“As the UK becomes more multi-cultural, there is a greater need for familiar, trusted products that have authentic, provincial flavours as consumers yearn for the taste of home,” he added.

Alongside Batleys Bradford and Glasgow, Bestway Southall, Hackney, Park Royal, Croydon, Luton, Lewisham, Leeds, Leicester, Manchester and Birmingham will stock the category. All depots have been strategically selected to stock a range that complements the demographic of each area. The project has taken the Bestway Group 12 months to implement after a full range review and sourcing drive. The world foods range will be grouped in-store and signposted by area of origin.

“It’s great for margins. Consumers are willing to pay a premium for authenticity and as a relatively new category there is no preconceived idea about price in the mind of the customer. That’s not to say you ‘insult-price’ but it does offer scope for increased margin,” said Sheikh. “Retailers don’t have to go to the ends of the earth wasting time and money searching out specialist wholesalers - products are available all under one roof from their local Bestway or Batleys when doing their usual shop.”