The leading Caribbean food & drink supplier*, Grace Foods UK, has signed a deal to become the new UK distributor of Jamaica’s number one selling soft drink, Bigga.
Bigga is the flagship brand of the Wisynco Group, a leading Jamaican manufacturer and distributor. The range comprises Bigga Fruit Punch, Bigga Pineapple and Bigga Grape variants which will tap into growing consumer demand for authentic tropical tastes from the Caribbean, driven by exciting new product launches.
Brand Manager Lisa Leung says: “Bigga is a much-loved soft drink in the Caribbean and it has tremendous potential in the UK market. The range has been available in the UK for 10 years, and we are looking forward to working with Wisynco to re-energise the brand, not only with its core consumer base, but by introducing it to new consumers.”
Wisynco’s Exports Manager, Stephen Dawkins, welcomes the new partnership and states that: “Grace Foods UK is the perfect company to increase awareness and sales of the Bigga brand. The company supplies almost one third of all Caribbean food and drink sold in the UK* and has a wealth of knowledge and experience distributing authentic Caribbean products to the UK market. As the primary company in the UK Caribbean food and drink category with Caribbean roots and heritage, Grace Foods UK is the ideal partner for the brand.”
Lisa adds: “Our initial focus will be on increasing distribution of the current Bigga range which will be supported with a wide ranging-marketing plan as part of Caribbean Food Week (19-25 August), the UK’s biggest celebration of Caribbean food and drink.
“This deal underlines our commitment to providing retailers with products that will continue to grow the category by enabling consumers to enjoy the true taste of the Caribbean.”
The move comes as the Caribbean food and drink category is valued at £77 million*, growing at 12 per cent YOY*.
The range will be available in three pack sizes:
• 330ml £0.39 RRP
• 600ml £0.89 RRP
• 2ltr £1.59 RRP
* Symphony IRI – Caribbean Food and Drink, Unit Sales, MAT 52 w/e 22nd June 2013
Grace Foods UK