best one own label

Bestway has completely overhauled its own label offer in a bid to capitalise on what it sees as a major opportunity for growth.

The wholesaler has relaunched its Best-in range under the Best-one name, as well as adding a new premium own label range for the first time called Best-one Inspired.

Best-in comprised about 500 lines and the wholesaler said it had streamlined the range to 300. However, more lines that are currently still in development will eventually take it closer to the 400 mark.

Each of the Best-one products is either completely new or has been reformulated to improve quality and flavour. Currently just 8% of Bestway’s sales come from own label and the wholesaler is looking to eventually bring this up to about 30%, which it estimates is the case for Spar in the UK.

“Best-in has done a fantastic job in creating a value alternative for shoppers and a margin-enhancing range for retailers,” said Bestway Wholesale director of trading Ed Smeaton.

“However the market is constantly evolving and it’s time to give our customers an own-label brand that resonates more with shoppers. Shoppers now trust own label as much as they do branded products and are looking for both quality and value.”

The Best-one range comes with a new design, which in many cases gives a nod to the leading brand in its category. The initial launch will cover 150 products with all Best-in lines rebranded to Best-one by the end of the year. The range also features a price-marked pack mechanic and Bestway claims offers an average profit on return of 30%.

The premium Best-one Inspired range, which will also be price-marked via a wax-seal motif, will launch next month. It will initially consist of 15 lines such as jams, crisps and cookies.

“The main thing for our customers is that we provide quality products with great margins and highly completive price points that allow them to compete with other channels such as multiples and discounters,” added Smeaton.

“This is an exciting new chapter for Bestway and our customers as the new ‘best one’ range provides the platform to tap into the changing consumer trends. Alongside our competitive branded offering, the new own-label range is a big part of our future plans as we look to help retailers meet the demands of shoppers.”