Appleby Westward, the primary wholesaler for SPAR South West, has launched a new Every Day Low Price (EDLP) campaign, backed by a significant investment over the next 12 months.
The group noted that the initiative marked a major wholesale cost-of-goods commitment, designed to enhance SPAR retailers’ ability to deliver “strong value while protecting margins in an increasingly competitive market”.
The campaign spans all key food and drink categories, including ambient, alcohol, fresh, chilled and non-food goods, with SPAR South West retailers gaining access to “competitively priced core convenience products”.
Everyday essentials included in the campaign range from Braces Medium White bread, Fairy Liquid Original 320ml, Weetabix 24 pack, and SPAR own label Whole Chicken to high demand lines such as Monster Energy Drinks, Thatchers Gold Cider 4-packs, and Allride Screenwash 5L.
The new quarterly promotional campaign will see reduced wholesale prices on approximately 100 lines across all categories, with prices locked in for 12 weeks. The product mix will evolve seasonally to remain aligned with consumer demand and shopping trends.
“While SPAR South West has always maintained competitive pricing, this significant investment demonstrates our commitment to providing exceptional value to both our retailers and their customers,” said Steve Thomas, Sales and Recruitment Director at Appleby Westward.
“This initiative will strengthen our position in the convenience market and support our retailers in driving customer loyalty through consistently low prices.”
Last month, it was revealed that Appleby Westward has been put up for sale by its owner, South Africa’s SPAR Group. The company revealed that it was in exclusive talks with an established UK-based business regarding the sale of Appleby Westward, which generates annual sales of around £250m. The potential buyer, which SPAR did not name, is “well positioned to develop and grow AWG in South West England.”
Industry speculation has centred on A.F. Blakemore, the SPAR distributor for central England and Wales, as the most logical purchaser.
NAM Implications:
- EDLP and a 12-week lock-in have to appeal to retailers that can optimise the potential.
- And may distract from the inevitable uncertainties of the Appleby Westward sale process…
