Unitas returns a 17% rise in revenue for its members

Unitas Wholesale returned a 17% increase in revenue for its members during 2024.

Attendees at the group’s Senior Supplier Briefing, held recently in Birmingham, also heard that Unitas achieved 2% growth in retail and 5.1% growth in on-trade year on year, all ahead of overall market performance.

Managing director John Kinney announced that Unitas has launched an additional £2 million bonus fund to reward members for engagement and compliance in group-wide promotions, materials and events. This is designed to add further value to suppliers’ investment. Details of this initiative will be revealed at the Connect25 trade show in March.

Among the most successful supplier collaborations of 2024 were PepsiCo Walkers’ Flamin’ Hot activation which generated £300,000 of sales at Unitas trade show, and Suntory’s Blucozade, which sold out among Unitas members in the first six weeks of launch and delivered an additional £1.7 million in sales.

In addition, Swizzels was praised for its digital execution across depots and members’ digital platforms, while Premier Foods achieved 92% value and 106% volume growth through its summer BBQ activations.

Data from TWC showed that Unitas outperformed the convenience market in biscuits (+ 82%), confectionery (+9.1%), crisps, snacks and nuts (+2.2%), and soft drinks (+6.8%). Vape and reduced risk were up by 32.5% and RTDs by 9.2%.

Kinney said: “While there is no doubt 2025 is going to be a tough year with rising costs, these examples prove how this channel remains an efficient and excellent route to market for our suppliers’ products. Those suppliers who work with us to drive awareness and distribution really do reap the rewards.”

Interim Unitas chairman Jason Wouhra OBE added: “Our size and scale means that from corner shops to hospitality, our wholesaling members are at the forefront of the food and drink industry – and the UK economy as a whole.”

The event was well received by suppliers. Swizzels’ national account controller wholesaler Ben Cooper said: “If you look at some of the results we’ve seen from 2024, you can see the suppliers that have interacted with Unitas have really delivered numbers, not only above their contemporaries but against the channel and the market average.

“Unitas is our one of our fastest growing national accounts. It gives us access to the four corners of the UK and beyond. It brings a large number of diverse businesses together, which allow us to trade with discounters and foodservice, as well as our all-important retailers.”