Booker has relaunched its frozen desserts portfolio, the second category to be overhauled as part of the wholesale giant’s ongoing own brand evolution. The new range offers a streamlined selection of on-trend, easy-to-serve desserts tailored to the needs of the foodservice sector.
Featuring 15 new SKUs, the portfolio is now supported by new colourful branding and a refreshed look and feel. The desserts are designed for a wide range of hospitality outlets including cafés and dessert parlours, restaurants, pubs and bars, hotels and garden centres.
Following the relaunch of its popular chips range, desserts will also be positioned under Booker’s new catering brands – Chef’s Essentials, Chef’s Menu and Chef’s Premium – giving three clear pricing tiers and a good, better, best option.
Easy to store, prepare and serve within fast-paced kitchens, the new desserts range has been carefully curated to balance classic favourites with on-trend flavour combinations, ensuring there’s something to suit every menu, venue, dining occasion and price point.
With pistachio continuing to trend, the Salted Pistachio Semifreddo and Pistachio, Raspberry & White Chocolate Roulade, both under the Chef’s Menu brand, have been added to the range. These time-saving, stylish desserts can be served as a standalone indulgence, paired with coffee or a cocktail, and garnished with fresh fruit or crushed pistachios.
Chocolate is always a crowd pleaser and the new range includes the Chef’s Essentials Chocolate Fudge Traycake, plus White Chocolate & Raspberry Tartlets and an indulgent Chocolate Fondant – both within the Chef’s Menu brand. All three offer rich flavours and come in versatile formats that can be served as standard individual dessert options or as sundaes, featured on sweet grazing boards, or enjoyed as a takeaway option for the home or workplace.
Fruit-led desserts bring lighter options to the desserts menu and Booker’s new Chef’s Menu Tartelette Au Citron and Chef’s Premium Tartelette Tatin tap into the trend for zesty, fresh flavours. These freezer to plate tarts offer a home-made look, feel and flavour and are impressive on the plate – ideal for the social media generation.
The new range also features a selection of classic, comforting desserts to give caterers and chefs popular staples they know diners enjoy time after time, including Chef’s Menu Bakewell Frangipane, Sticky Toffee Pudding Squares, Tiramisu, and more. Each delivers on taste, quality and stability and can be presented in multiple ways, making them perfect for elevating dessert menus and ensuring a successful dining occasion for guests.
The desserts are convenient to store in the freezer, with flexible preparation options – some can be heated directly from frozen while others require one to eight hours defrosting time (whole desserts approximately eight hours, portions one to two hours under refrigeration at 8°C or colder). The products come in a range of formats such as pre-sliced, trays, bars and individual portions to offer busy kitchens a versatile selection, and are easy to prepare and plate up.
They come in Booker’s new eye-catching branding with checkerboard elements on the front of the pack and dietary and allergen information clearly signposted, with SKU numbers positioned conveniently in the same place on each pack – in the top left hand corner.
Karen Poole, Head of Own Brand and Product at Booker, says:
“Desserts are a hugely popular category and our new range offers chefs and caterers versatile and convenient frozen options that reflect both modern lifestyles and current flavour trends. The tartelettes, tortes, traybakes and puddings give chefs the confidence that they are offering premium quality, on-trend, showstopping desserts that diners will love, enjoy and come back for.
“The range has been refreshed with our customers in mind. For example, Our Chef’s Essentials range comes in uncut bar formats, so that operators can cater to the specific needs of their diners and maximise their profits by cutting the dessert into any shape and portion size they want.
“We’ve timed the launch to land in the run up to Christmas – the ultimate time for indulgence and sweet treats – and our new range is sure to be a hit across the hospitality sector all year round, whether served in a pub, restaurant, hotel, casual diner, dessert parlour or for takeaway.
“This is the second phase of our own brand range refresh, following chips last month. We’re confident our frozen desserts will hit the mark – and we’re working on the next phase of our own brand relaunch with more category refreshes to come.”
Customers will start to see the new frozen dessert lines in branches and online now.
Booker’s wider frozen desserts range include cheesecakes, crumbles, brownies and fudge cakes, profiteroles and handmade sponge cakes.
Booker relaunched its digital platforms earlier this month with eye-catching new corporate branding, delivering a faster, smarter digital experience for its customers, suppliers and colleagues.
Website: https://www.booker.co.uk/
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