Wholesaler JW Filshill is collaborating with frozen food specialist Eden Farm to drive growth in frozen across its KeyStore fascia, with early results showing an uplift in rate of sales and volume.
Eden Farm, a national wholesaler and distributor specialising in frozen food, ice cream and chilled, is working with Renfrewshire-based Filshill to run a ‘Feed the family for £5’ deal in KeyStore stores. The promotion offers shoppers a choice of protein, vegetables, a potato option and ice cream, designed to provide a full meal including dessert for £5.
The products in the deal come from Eden Farm’s Farmer Jack’s range. The promotion is currently being trialled in 22 KeyStore outlets across Scotland.
Filshill said the partnership builds on an existing relationship with Eden Farm and forms part of its broader supplier collaboration strategy. Filshill also highlighted its ‘five reasons to join KeyStore’ campaign, which covers delivery, social media support, the KeyStore Community Fund, a proven core range and business support.
Stuart Auld, Filshill’s Category Buyer for food and third-party supply, said: “The frozen food sector can be challenging for independent retailers, so we have worked closely and collaboratively with Eden Farm to find solutions that work for KeyStore retailers to help them maintain profitable margins and ease of supply.
“We’re also very aware that shoppers’ budgets are squeezed just now due to cost-of-living pressures, so we are offering a competitive ‘Feed the family for £5’ deal that offers retailers’ customers a choice of protein, vegetables, a potato offer, and ice cream. The deal allows shoppers to purchase a full meal, including dessert, for just £5.”
