Blakemore refocuses on food-to-go ranges

Date : 05 November 2020

Patrick Mitchell-Fox

Senior Retail Analyst

Major UK SPAR distributor, AF Blakemore has announced significant new initiatives to upweight the food-to-go capability of its company-owned and independent partner stores; enhancing core cold ranges and launching two new hot concepts to increase daypart relevance.

Daily Deli range overhauled

Blakemore’s core pre-packaged food-to-go brand, Daily Deli has been comprehensively overhauled with the range enhanced with new contemporary variants of sandwiches, wraps and salads to offer greater relevance, especially to growing vegan demand, alongside traditional tastes.  The range now also offers more detailed listings of ingredients and all potential allergens with new packaging fully engineered to be robust across all storage environments as well as for the needs of consumers on the go.  A new design scheme and colour palette, complete with engaging brand messages ensures a stand-out proposition on-shelf.

Prego! hot pizza now on trial in Aldridge store

With a clear aim of seeking to extend the food-to-go offer into the evening daypart, Blakemore has developed a hot pizza concept under the Prego! brand.  Offering a differentiated oblong focaccia Romana format in four variants, Prego! provides a hot serving by the slice, half or full pizza within 90 seconds, for customers to takeaway.  With a single slice sitting at a £2.29 - £2.59 price-point, Prego! has a permanent offer of two slices for £4.50 across all variants.

‘Chicken bar’ to be unveiled later this year

As a further extension to this widening range of food-to-go missions, Blakemore is also developing a ‘chicken bar’, based around a rotisserie offer.  From this customers will be able to purchase whole hot chickens but also the hot chicken produced will be used by counter staff to prepare a menu of further value-add products, including hot salads, kebabs, mezze, snack pots and hot sandwiches, optimising the breadth of the offer and minimising wastage.

Nikki Rogers, Food Solutions & Proposition Director, AF Blakemore commented:

‘Even in today’s world, food-to-go is as important now as it ever has been.  We are confident that we have the skill-set to drive forward and continuously innovate, because food-to-go is never finished.’