Sugro UK, the member-owned buying and marketing group comprising of over 95 independent wholesalers, announced a first to market initiative with Britvic Soft Drinks Ltd, to supply Tango branded Chicken boxes as part of a wider project on packaging and linked sales.

This is a very exciting project for all parties within a rapidly moving and dynamic fast-food market sector which is set to grow double digit over the next 3-year period.

The objective of the collaboration is to drive soft drink share of sales within fast food meal purchases, and to share learnings with other Sugro members with a view to develop this rapidly growing area, on the back of established partnerships between Sugro & Britvic, across Wholesale & Convenience.

The joint strengths of Britvic knowledge of soft drinks within fast food sector and Sugro’s understanding of their member opportunities will enable subsequent wider engagement.

First collaboration initiative involved Tango branded chicken boxes packaging with over 600,000 Tango branded units being distributed by Sugro member, ICS (UK) Ltd, based in Bradford, to independent fast-food customer outlets, selling out in less than 3 weeks!

Britvic Soft Drinks Ltd, Emma King Britvic GB Dining Director: “Tango has a strong presence in the fast-food arena and is a perfect fit for this initiative. This will help further drive distribution and brand awareness in this fast growing, dynamic part of the QSR sector.” “Britvic are proud to be working alongside Sugro & ICS on this exciting collaboration.”

Usamah Bhamji, Director at ICS (UK) Ltd said: “Our collaboration with Britvic and Sugro at ICS has been instrumental in promoting our product to perfectly align with consumer preferences and marketing strategies. Through a strong working relationship and a deep understanding of both consumers and the market, we’ve achieved optimal results for all parties involved.”

Yulia Petitt, head of Commercial and Marketing at Sugro UK added: “We are incredibly excited about the partnership with Britvic delivered with excellence by our member – ICS Ltd. Fast Food sector is a big part of the group commercial strategy, so we see it as a huge opportunity for the group. We, at Sugro, are very proud to lead with this project within Food Service Wholesale alongside Convenience/Delivered Wholesale.

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