Wholesale buying group Sugro UK has collaborated with Britvic to launch a fast food sample box specifically designed for customers of foodservice company ICS.
The new sample box offers ICS customers an opportunity to explore a curated selection of Britvic’s best-selling and new soft drink offerings that can drive incremental sales. The trial initiative is the first of its kind in the sector and is designed to provide fast food retailers with a hands-on experience of market-leading products, helping them identify opportunities for growth in the fast-food soft drinks categories.
Alice Graham, Britvic’s GB Head of Dining Route to Market Wholesale, commented: “We are delighted to collaborate with both Sugro and ICS with this initiative. The fast food market has seen double-digit growth over the last few years, and the growth is set to continue. This initiative with ICS, a leader in fast food wholesale, underscores our commitment to supporting the growth of Britvic brands and advancing our partnerships with fast food establishments.”
Sid Musa, Manager at ICS (UK), added: “The Fast-Food Sample Box gives our fast-food customers a unique opportunity to experience top-tier products firsthand, empowering them to make informed decisions that can truly elevate their offerings. We’re confident this exclusive initiative will help our customers stay competitive and drive growth in an ever-evolving market.”
Meanwhile, Yulia Petitt, Head of Commercial and Marketing at Sugro UK, said: “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.”
NAM Implications:
- No matter how familiar ICS customers are with Britvic…
- …they will not have tasted the full range.
- Sampling provides the oldest incentive in the book…
