Bestway Wholesale is trying to attract retailers to its re-launched Best-In Essentials value offering by offering them the chance to exchange a single competitive product for a case, reports today’s Independent Retail News.
The company says the own-label “competitor amnesty” is a first for the grocery trade and is a demonstration of its “total belief in the value and quality of the new range”.
The enhanced range features newly sourced products “chosen for their quality and priced to sell” and offers retailers margins of up to 30% POR (profit on return). The Best-In Essentials range, which includes 34 everyday products, also features a “Great British Value” price-mark branding to highlight its value offering to shoppers.
From 14 September, when the revamped range goes on sale, retailers who take one individual packet or tin of a competitor’s own-label brand into a Bestway or Batley depot will be rewarded with a case of a Best-In Essentials product from the same category.
There are six product lines eligible for exchange in the amnesty promotion: baked beans (12x400g); milk chocolate (10x100g); digestives (18x300g); chopped tomatoes (12x400g); lemonade (6×2-litre) and granulated sugar (10x500g)
Nick Brown, Best-In own-label manager, said: “Best-In brands have always represented excellent quality and exceptional value. The new range continues this heritage and extends this idea to 34 everyday items that you will find in every British home.
“In these uncertain times, the nation is seeking exceptional value at a fair price and the new range delivers on all counts. This brand was conceived to help build loyalty for retailers so it’s almost expected that Bestway should deliver an initiative like this ‘Great British price fighter’ for all local retailers,” he said.
The Best-In Essentials range includes products across a range of categories including dog food, biscuits, bathroom and kitchen towels, tea, coffee, cola, lemonade, washing-up liquid, bleach, granulated sugar, sweetcorn and orange juice. It also features updated packaging and branding to ensure good shelf standout.
Bestway’s amnesty promotion will be limited to one case of each product per customer.