Fairway own brand products_

Source: Fairway

Fairway Assured will grow from 570 products to 650 by the end of 2020

Buying group Fairway Foodservice is set to increase its own-label range by 80 new products, increasing its portfolio to 650 by the end of 2020.

The frozen and ambient own-brand products will be added to the Fairway Assured brand, which was relaunched at the beginning of the year.

New products to have already hit the market include tuna chunks, a pasta range, floured tortillas and king prawns.

Development work is being carried out in categories including desserts and seafood such as fishcakes and fish fingers, for the remainder of the new lines.

“Our own-brand products are very well known for their quality matching or being better than the leading brands, at a lower cost,” said Fairway purchasing director Steve Jeavons. “The launch of Fairway Assured as a brand, accompanied by new packaging, has cemented our position as the leader in the field. We listen to our 20 members and the message has been very clear: ‘Add more products to the range’. We have an ambitious goal of increasing the range from 570 to 650, but the most important aspect is ensuring our benchmarking exercises maintain the quality of the range.

“The feedback has been incredibly positive so far and I’m excited to see how the range develops from here.”

Fairway sales director Peter Henderson added there had been an increase in sales since the introduction of the own-brand products.