Best of Poland, a new importer and distributor for Polish branded food and drink products, has secured exclusive distribution rights for Black Energy – the leading energy drink brand in Poland, which has been available in the UK for the last three years.
Black Energy and three further Polish drinks brands – Ngine, Frugo and 4Move – will be available to UK multiples via Best of Poland from tomorrow, with dozens of SKUs across the four brands.
Partnering with Polish distributor Foodcare, Best of Poland stated that it aims to deliver significant branded volume sales within retail, convenience, foodservice, wholesale, and discounters via a team of World Food experts.
Piotr Czuryński, Export Director of Foodcare, said: “We see a huge opportunity for brand and category growth within the UK market. Best of Poland won exclusive distribution rights due to their vast experience with the retailers operating in the World Food Category – they are talented experts who know and are passionate about our products. We will be supporting them with extensive brand plans to drive joint sales and awareness.”
As demand for energy drinks continues to grow, Best of Poland plans to introduce new variants and flavours not currently available to the UK shopper.
UK Managing Director James Sheppard said: “Our mission is clear; we aim to be the Centre of Excellence for Polish food and drink brands in the UK via a ‘one stop shop’ strategic supplier partnership. Essentially our brands can tap into a range of experts, contacts, and advice in one place.
“We are seeing a continued increase in shopper demand for authentic World Food ranges, which are enjoyed by Polish, British, Ukrainian, and Romanian communities across the UK. We continue to work with other ‘must stock’ and household brands and look forward to building our product range portfolio this year.
“Our activation plans include promotions, on-shelf activity, point of sale and direct to consumer engagement plans, as well as online and social media marketing with a new website, Facebook and Instagram channels, all linking back to the original Polish business.”
