The Wholesale Group unveils Chef Assured own-brand range

The Wholesale Group has launched a new foodservice own-brand range, Chef Assured.

There is a core range of high-quality foodservice products for everyday use, supported by two sub-brands: Chef Prestige, a selection of premium ingredients, and Chef Hygiene, providing cleaning, hygiene and janitorial solutions.

The range, which comprises more than 300 products, includes bestselling products from both Confex and Fairway Foodservice’s award-winning own-brand ranges, CORE and Fairway Assured. These have been rebranded.

The Wholesale Group has a ‘vigorous’ new product development plan for 2025 and beyond to ensure the range reflects upcoming trends and remains relevant and fresh.

“Industry research consistently highlights the importance of a strong own-brand range for foodservice wholesalers and operators, so we are delighted to launch the Chef Assured range which builds on the successful foundations of CORE and Fairway Assured,” said Coral Rose, co-chair of The Wholesale Group.

“At the heart of the Chef Assured range is value, quality and purpose. Every single product in the range has earnt its place based on sales and customer feedback and consistently performs under pressure.

“We have developed the range utilising our members’ extensive industry knowledge and expertise to provide one trusted brand offering three professional solutions for all kitchens.”

The launch of Chef Assured will be supported by a full promotional calendar and a ready-to-use toolkit of sales resources and marketing materials to drive awareness and engagement.

“The new range also provides an invaluable opportunity for members to support their foodservice customers with Chef Insider, our digital magazine,” said Rose. “It is bursting with ideas, recipe inspiration and insight to maximise profitability and make the most of the latest trends and seasonal opportunities.”