The addition of fresh meat, cheese and juices is expected to boost sales of Booker’s own-label Discover The Choice range, RN has been told. 

Independent retailers said products will be phased in across the year. Bimal Patel, of Londis Ferme Park Road in Haringey, London, said: “Booker has communicated that it is adding new products to the Discover The Choice range. It makes sense because the own-label products offer a more
attractive price.”

Dennis Williams, of Premier Broadway Convenience Store in Oxgangs, Edinburgh, added: “I’m confident the new products in the Discover The Choice range will be good because the packaging is great and they stand out on the shelves. Customers vote with their eyes.

“Our sales of Discover The Choice have doubled since they were introduced a year ago, and I understand Booker will make the changes in phases to make sure it’s all done correctly.”

Ramesh Shingadia, of Londis in West Sussex, said Discover The Choice has helped increase his annual chilled sales by 8% in the past year. “Many convenience stores struggle with own-label fresh meat, but the Discover The Choice range is superb and customers have noticed,” he said.

The comments follow Booker boss Charles Wilson’s announcement in April that 30 lines of Tesco own-label products would be rebranded for Booker stores by the end of July.

However, retailers have not received any update on it. “I think it’s all still in the pipeline,” said Mr Williams.

A Booker spokeswoman said: “Due to its success and popularity with customers and retailers, we are extending Discover The Choice to include categories such as fresh meat, cheese and juices.”

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