Independents to gain access to Safeway own-label range
The buying group has signed a deal with Morrisons.
Independent retailers supplied by Unitas member wholesalers may gain access to Safeway own-label products.
Wholesale buying group Unitas signed a deal with Morrisons, with 36 ambient lines available from the multiple.
Wholesalers associated with Unitas include Parfetts, Filshill, Abra, Dhamecha, United Wholesale, United Wholesale Grocers, Time Wholesale, AF Blakemore, Savage & Whitten, SK Cash and Carry, and DeeBee Wholesale.
It has not been confirmed which will be stocking the Safeway range, as one told RN they were still “assessing their options”.
Some Unitas wholesalers already have their own own-label range, and the Safeway products will sit alongside Unitas’ Today’s and Lifestyle own-label products.
One wholesale boss previously told RN the Today’s and Lifestyle ranges had gaps in some areas. The partnership represents a departure from Unitas’ strategy of ‘championing’ household brands to challenge the rise of own-label.
The company’s former managing director said in late 2019 there were “no plans” to expand its own-label offering.
The Safeway range is also stocked in McColl’s stores and in other independent shops via direct wholesale supply from the supermarket.
The deal comes as Morrisons’ preliminary results for the year ending 31 January 2021 showed Morrisons’ wholesale sales rise from 0.6% to 0.8% of its total like-for-like sales.
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