Unitas Wholesale, the UK’s largest wholesale group, has revealed the most successful supplier collaborations of 2024 which saw members outperform the market in its retail, foodservice and on trade divisions.

Attendees at the Unitas Wholesale Senior Supplier Briefing heard that in a challenging year for the wholesale sector, Unitas delivered a 2% growth in retail, and an increase of 5.1% in 0n trade year on year, all ahead of overall market performance.

Managing Director John Kinney revealed that Unitas Wholesale had returned an increase of 17% in revenue for its members during 2024, and a staggering 35% increase since Unitas was formed in 2018. He also announced an additional £2m bonus fund to reward members for engagement and compliance in group-wide promotions, materials and events, designed to add further value to suppliers’ investment. Details of this initiative will be revealed at the Connect25 trade show in March.

Among the standout partnerships were PepsiCo Walkers’ Flamin’ Hot activation which delivered £300k of sales at Unitas trade show, and Suntory’s Blucozade which saw Unitas members exceeding all expectations and selling out in the first six weeks of launch to deliver an additional £1.7m in sales.

Trading Director Cheryl Hope praised Swizzles for its fabulous digital execution across depots and members’ digital platforms and Premier Foods’ summer BBQ activations which delivered a huge 92% value and 106% volume growth.

Data from TWC showed that Unitas had outperformed the convenience market in Biscuits (+ 82%), Confectionery (9.1%) Crisps, Snacks and Nuts (+2.2%) and Soft Drinks (+6.8%). Vape and reduced risk were up 32.5% and RTDs up 9.2%.

“While there is no doubt 2025 is going to be a tough year with rising costs, these examples prove how this channel remains an efficient and excellent route-to-market for our suppliers’ products, and those suppliers who work with us to drive awareness and distribution really do reap the rewards,” said Kinney.

Interim Chairman Dr Jason Wouhra OBE added: “Our size and scale means that from corner shops to hospitality, our wholesaling members are at the forefront of the food and drink industry – and the UK economy as a whole.”

The event was received positively by suppliers who were quick to praise the group’s collaborative approach. Swizzels’ Ben Cooper said: “If you look at some of the results we’ve seen from 2024, you can see the suppliers that have interacted with Unitas have really delivered numbers, not only above their contemporaries but against the channel and the market average.

“Unitas is our one of our fastest growing national accounts. It gives us access to the four corners of the UK and beyond. It brings a large number of diverse businesses together, which allow us to trade with discounters and foodservice, as well as our all-important retailers.”

Comments are closed.

Over 18


Agreement

To use this website, you must be aged 18 years or over

This will close in 0 seconds