A new company claims it will shake up the “out-dated bricks and mortar wholesale channels” by creating a platform for on-trade customers to order directly from suppliers.

Ooberstock, which launches next month, will allow licensed trade customers to order directly from brand owners online. The model would give customers access to cheaper prices and more brands, said MD Arran Heal.

More than 25 BWS and soft drinks suppliers are expected to sell through Ooberstock at launch.

Suppliers can use the site to upload product information as well as prices and promotions, which can be altered by outlet type and postcode. Retail customers then pay the supplier’s net cost, including a transaction fee and a £24 standard delivery cost.

“As well as delivering greater choice and transparency to retailers, brand owners will be liberated from the current industry structure because they will be able to have much greater influence and visibility over where their products are distributed,” Heal said.

Ooberstock will initially focus its sales efforts on the independent licensed sector.