Sugro UK, the leading member-owned buying and marketing group has rolled out its new initiative, the Sample Box in collaboration with one of its long-standing Members, Approved Food – UK’s largest online retailer of clearance food & drink at discounted prices.


Packed with exciting products, Sugro branded Sample Box will help Sugro Suppliers to gain valuable feedback on the NPD launches as well as to drive core range and utilise gap fill opportunities. The Sample Box will allow wholesalers to touch, smell and taste the newly launched products as well as maximise sales. The Sample box is supplied, prepared, packed securely and despatched for next day delivery by Approved Food.

To this, Andy Needham of Approved Food said: “We have been Members of the Sugro family for a number of years now. We are delighted we have been able to help bring this initiative from concept to launch successfully and I’m sure Members and Suppliers alike will appreciate the fantastic new products that will be delivered on a regular basis going forward.”

“A great initiative by Sugro to introduce NPD’s from different Suppliers in a sample box that gives an opportunity to meet changing business demand in this unprecedented time where face to face meeting in not possible,” commented Tony Cox, Sugro Chairman and Managing Director of Splendour Wholesale.

Sugro Head of Trading & Marketing, Yulia Petitt added: “At Sugro we are committed to working with both Members and Suppliers to deliver new and exciting marketing initiatives to maximise sales growth and distribution opportunities. I am delighted with the launch of the Sample Box which will be a fantastic opportunity for the Suppliers to showcase their products to Wholesalers and to allow Members to familiarise themselves with some exciting products and to help with making purchasing decisions. The new initiative will certainly lead to increased sales across the participating Suppliers. I would like to say a huge thank you to the Team at Approved Foods for delivering such a high-quality sample box and facilitating the process from start to finish in a seamless way.”

“The sample box Sugro have created is fantastic, it’s a great way to engage with all Members and provides an opportunity for them to physically see and try our NPD. We are very much looking forward to participating in more sample boxes throughout 2021!” says Alex McMillan, National Account Executive of Suntory Beverage & Food GB&I.

Nihat Ender of Sun Exotic Wholesale remarked: “What a fantastic innovative idea to combine products and send sample boxes to their Members from the market leaders, it will definitely help us making decisions on whether it would be an opportunity to list and provide these to our customers and also it will help the Suppliers reaching out the Wholesalers in a safe and cost-effective way, Sugro UK is always one step ahead!”

“We’re delighted to be a part of the inaugural Sugro Sample Box – the perfect way of showcasing our market leading NPD, to all our valued Sugro Member Business Partners. Another excellent initiative from the Sugro Team,” says Ben Cooper, Senior Manager of Swizzels.

Tamiko Jelenje, National Account Manager – Wholesale of Kelloggs says: “Really great initiative by Sugro. And it’s great way for Suppliers to communicate their NPD to multiple customers at once.”

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