Parfetts brings exclusive private labels to market

Date : 17 December 2020

Patrick Mitchell-Fox

Senior Analyst

Leading northern regional food and grocery wholesaler, Parfetts has launched a limited number of exclusive private label lines for the first time.  To date it has sourced private label lines under the Lifestyle and Caterer’s Kitchen brands through its buying group membership, initially with Landmark and then latterly with Unitas.  The new lines (c20 in total), launched in November, sit alongside and complementary to the existing Lifestyle retail channel range stocked by Parfetts.

Go Local label gives synergies with Parfetts’ retail group

Most of the new products are branded ‘Go Local’, offering an extra layer of identity for retailers affiliated to Parfetts’ fast-growing Go Local symbol group and promotional club.  These lines comprise store cupboard and household lines including tea bags, canned vegetables, pancake mix and kitchen roll.  All the lines are in price-marked formats, aiming to provide a clear value message to shoppers.

Solsken brand adds fruit cider variants to alcohol ranges

Alongside the Go Local grocery lines Parfetts has also launched a pair of exclusive label Swedish-style cider lines under the Solsken brand.  Price-marked at £1.89 per 500ml bottle they also offer a permanent two for £3.50 deal.  As Parfetts continues to invest in developing its proposition to build loyalty with its retail customers, creating more reasons for them to purchase with the business, these unique lines are a clear move to differentiate its product offer in a highly competitive wholesale market.