Welcome to the March-April issue of Wholesale Manager, the bi-monthly magazine for cash & carries and delivered wholesalers. As we went to press just after Easter, early morning mists were swirling round the motorways, but later in the day the temperatures were rising like a bad case of man flu.


frontYes, spring is here at last, spreading warmth across the nation and prompting keen punters to dust off the barbecue and head to the local convenience store or forecourt for the essentials. So don’t miss our Barbecue feature in these pages, with news on what to stock in your wholesale business and supply to local retailers this season.

Time was when only health freaks and hippies were interested in natural and organic food. These days ‘Natural and Organic’ has hung up its Jesus sandals, and is firmly lodged in the mainstream. In our Natural & Organic feature we hear from the Soil Association about their Organic market report of 2015.

Also in this issue we have our regular Warehouse section. The warehouse is as important a part of the cash & carry depot or delivered wholesale operation as the back of office or IT systems. We have articles from leading suppliers of equipment and solutions to help you stay on top in this crucial area.

Big brands make big news. As reported on our front page Kepak is unveiling eye-catching new packs for Rustlers, the nation’s number one micro-snacking brand. Shedding the old-school ‘Boys only’ image and designed with Rustlers’ broadening consumer base in mind, the new packs feature a new Rustlers logo, appetising product photography and the Rustlers flame represents the brand’s signature flame-grilled taste. Macho-looking packs have made way for designs appealing to Rustlers’ new, broader, 16 to 34-year-old core target market, 40% female. The new packs are rolling out now and follow Kepak’s recent announcement of a multi million pound investment to double Rustlers sales in convenience in the next three years, targeting annual sales of £66 million in this sector by 2018.

Also on our front page, Finish, the leading name in dishwashing detergent, is changing consumer perceptions of the role of the dishwasher and dishwashing detergent. The new £4 million plus campaign seeks to re-engage consumers with dishwashing so they learn to love their dishwasher by using Finish. ‘Dishes,’ the first TV advert, broke on Easter Monday, and threw out the traditional demo-based ads of old, taking us on an emotional journey through all the occasions, big and small, where dishwashing makes a difference to everyday life. The campaign also includes strong interactive digital and social activity across platforms such as Facebook, as you would expect from brand owner RB.

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