Parfetts expands own-label range

Parfetts is expanding its own-label range from 125 lines to around 150 by the end of 2024.

The aim of the range is to give consumers high-quality products at a low price while delivering impressive margins for retailers.

The wholesaler has extended the existing range of bagged sweets, launching three Wonder Stix and three gummies variants, all price-marked at £1. The new products sold out of the initial production in less than a month. The launch of a new white bread SKU sold over 5,000 units in the first three weeks, while a new wine range, Darwin’s Fox, which comes in three variants, sold 500 cases in less than a week.

The wholesaler has also recently added tinned tomatoes, baked beans, baked goods and a number of other key products to the range.

Jamie Ferguson, head of marketing at Parfetts, commented: “Consumers are still feeling the pinch, so it’s essential for retailers to provide value across key product lines. Parfetts is also working hard to optimise margins for retailers, and that’s why we are expanding our own-label range in 2024.

“We are also continuing our strategy of helping retailers make more margin by continuing our programme and scale of promotions across the year.”

The Parfetts own-label range offers everything from impulse categories to household products, such as soft drinks, energy drinks, snacks and pet food. It has seen over 25% year-on-year growth to date.

The launch of Parfetts range of energy drinks, under the Xenergy Brand, consists of 10 products, generating over 20,000 case sales per week and outselling the leading brands in some cases by as much as 300% on certain SKUs. Meanwhile, monthly sales of own-label toilet rolls have grown by 411%, and some months they outsell all the other brands put together.