The Wholesale Group has expanded its own-brand portfolio with the launch of a new CHEF Approved and CHEF Prestige coffee range, giving independent wholesale members a clearly tiered solution to support customer demand for quality coffee across retail, catering and foodservice channels.
Designed to help members trade customers through different quality and price points, the new range provides a structured coffee offer spanning value-driven blends through to premium, certified and decaffeinated options — enabling wholesalers to support a wide variety of end-use occasions without unnecessary SKU complexity.
Coffee remains one of the most resilient and frequently purchased categories across wholesale, with demand extending beyond traditional foodservice into retail, forecourt, workplace and hospitality-led customers. The CHEF Approved and CHEF Prestige ranges have been developed to help members capture this demand with dependable products that deliver consistency, recognisable flavour profiles and strong cost-in-use credentials.
A clearly tiered coffee range to support wholesale customers
The range comprises five core SKUs, each developed to fulfil a distinct role within a wholesale coffee fixture:
CHEF Approved Barista Coffee Beans (6 x 1kg)
- A balanced 50% Arabica / 50% Robusta “price-fighter” blend designed to deliver strong value credentials. Low in acidity with dark cocoa and hazelnut notes, the blend is well suited to high-volume environments and cost-sensitive customers. Each 1kg pack delivers approximately 62–71 double espresso servings (14–16g dose), supporting margin control.
CHEF Prestige Espresso Beans (6 x 1kg)
- An 80% Arabica / 20% Robusta blend offering a step-up in flavour and body. With dark chocolate sweetness, toffee and roasted peanut notes, the coffee performs consistently across espresso and milk-based drinks, making it suitable for customers seeking a more premium offer without moving into specialist pricing.
CHEF Prestige 100% Premium Arabica Coffee Beans – Rainforest Alliance Certified (6 x 1kg)
- A premium, ethically certified option aimed at customers where sustainability credentials and quality cues are increasingly important. Full-bodied with milk chocolate, toasted nut and stone fruit notes, the blend provides a clear premium tier within the range.
CHEF Prestige 100% Premium Arabica Beans DECAF (10 x 500g)
- A high-quality decaffeinated option developed to mirror the flavour and body of regular coffee. Smooth and balanced with caramel sweetness, the format supports growing demand for caffeine-free options without compromising on perceived quality.
CHEF Prestige 100% Premium Arabica Filter Coffee – Rainforest Alliance Certified (1 x 60 x 60g)
- A pre-portioned, ground filter coffee designed for consistency and ease of use. Medium-bodied with cocoa sweetness and mild acidity, supplied in 60g sachets to support portion control and reduce waste.
Supporting margin, simplicity and sustainability
Across the beans range, yield and portion guidance is based on standard espresso dosing, helping wholesale customers manage cost-in-cup while maintaining consistent quality.
Selected CHEF Prestige lines carry Rainforest Alliance certification, allowing members to offer a recognised sustainability cue through the on-pack green frog seal — increasingly valued by both retail shoppers and foodservice customers.
Richard Ellison, Own Brand Manager at The Wholesale Group, said:
“For our members, coffee needs to work commercially as well as operationally for their customers. This range has been designed to provide a clear step-up structure — from value-focused blends through to premium and certified options — making it easier for wholesalers to support different customer needs while protecting margin and keeping ranges simple.”
All products should be stored in an airtight container once opened and used within two weeks for best freshness, kept in a cool, dark place away from sunlight and moisture.
The CHEF Approved and CHEF Prestige coffee range is available exclusively through The Wholesale Group’s nationwide network of independent wholesale members.
For more information, visit www.thewholesalegroup.co.uk
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