Booker invests £5 million in new Value Hero initiative

Booker is investing £5 million in a new Value Hero campaign as part of a renewed focus on value for caterers, chefs, foodservice operators and hospitality venues.

Running throughout 2026, the campaign focuses on key profit-driving lines across multiple categories – both branded favourites and Booker own-brand lines. Initially featured are 221 products including essentials such as milk, chicken, bacon, napkins and blue roll.

Value Hero is being brought to life with distinctive new branding to signpost the promoted products. It is being implemented in all 190 branches, on Booker’s website, and across all marketing communications and digital channels, ensuring clear communication to customers and encouraging new customer sign-ups.

Full branch takeovers help highlight the proposition – from car park banners, bollards and posters to freezer vinyls, pallet wraps and shelf-edge tickets.

Sheila Gallagher, Booker’s chief commercial officer, said: “With this investment, we’re doubling down on our commitment to quality, value, service and ensuring our foodservice customers can access the products they use the most, at prices that support their profit margins.

“We’ve listened to customer feedback and are responding to the changing needs of the sector. It’s a challenging marketplace with cost pressures from all angles, and we’re here to support our customers throughout the year – from pubs and restaurants to chip shops, takeaways and cafés.

“They’re busy running wonderful businesses, so we want to make purchase decisions as easy as possible – with Value Hero we’re assuring them they are getting outstanding value on purchases that work the hardest for them, strengthening our pricing position to give customers consistently competitive prices.”

Gallagher added: “The priority for Value Hero is to reinforce and demonstrate that Booker delivers long-term value, choice and service and is the place to find trusted, quality, reliable products all year round.

“Our customers can purchase from us confident in the knowledge they’re getting value for money in their trolley at a time when every saving counts. Colleagues in branches and our representatives on the road will be on hand to talk customers through the scheme to ensure they understand how it benefits them.”

She concluded: “We’re a strong partner for all foodservice operators, caterers and chefs. We want our customers to rely on us to help them remain competitive and profitable, so they can focus on business growth and successful customer experiences.”

Published Date: March 25, 2026