Simply Fresh generic SimplyFresh

Simply Fresh has extended its wholesale agreement with Costcutter for another two years.

As part of the extension, Costcutter will also expand the support it provides for the symbol group’s retailers. The pair first partnered in 2009 and the agreement sits alongside a wholesale deal signed between Simply Fresh and Sainsbury’s last year. The rolling agreement also has scope to be extended beyond the two year period.

Simply Fresh chief executive Tim Chalk said: “Over the years our retailers have built an incredibly loyal customer base and we want to ensure they are able to continue to grow. We have always adopted a right fit model for our new and existing store selection and it is clear that having both Costcutter and Sainsbury’s supply allows us to offer unique flexibility.”

The extension comes as the symbol group’s co-founder Kash Khera teased images of its news Market format in construction on social media this month. The teaser said products from Sainsbury’s, a café and local suppliers would be available, as well as fresh produce, meat and fish, and free-from.