Batleys Glasgow goes worldwide

Batleys World Foods aisle

Batleys in Glasgow is one of 12 Bestway and Batleys depots nationwide that has launched a dedicated World Foods department in a bid to capitalise on consumer demand for authentic, exotic food.

The departments will offer retailers the widest range of products from seven key regions: the Caribbean, Europe, Mediterranean, Africa, Middle East, South Asia and the Far East.

The launch comes as the growth in world foods shows no sign of abating with a market value of over £1.5bn and continuing to expand year on year.

Umar Sheikh, Category Controller for World Food for Bestway and Batleys, explained: “As the UK becomes more multi-cultural, there is a greater need for familiar, trusted products that have authentic, provincial flavours as consumers yearn for the taste of home.

“The range we now offer has been carefully selected by analysing the demographic of each World Foods Hub. The new range extends over all continents yet compliments the variety our retailers want, and need to stock.”

Sheikh also said that there is significant growth in the mainstream UK population for more authentic foods fuelled by the countless cookery programmes such as Master Chef and the desire among consumers to be more adventurous.

The project, which has taken twelve months to implement due to a full range review and sourcing, now sees branded ‘World Foods’ aisles installed in ten Bestway and two Batleys depots with products grouped and clearly signposted by area of origin rather than product category. The new look should improve customers’ shopping experiences by saving them time and making the search for products easier.

Sheikh concluded: “World Foods is a great category to get into for retailers. Firstly, it’s great for margins. Consumers are willing to pay a premium for authenticity and as a relatively new category there is no preconceived idea about price in the mind of the customer. That’s not to say you ‘insult-price’ but it does offer scope for increased margin. Secondly, a good fixture will bring more customers into your store who in turn will buy other products increasing profitability. Thirdly, retailers don’t have to go to the ends of the earth wasting time and money searching out specialist wholesalers – products are available all under one roof from their local Bestway or Batleys when doing their usual shop.”

The company now stocks key brands such as Laila, Greenfields, Akash, Elephant, Gits and more, aiming to offer the best selection of world foods for the independent retailer.