Bestway Wholesale this week launches a new premium range under its best-one own-label offer – best-one Inspired, which aims to capitalise on the growing shopper trend for more indulgent own label products.

The new range of 15 products covering including all-butter cookies, hand cooked crisps and high-fruit content conserves have been launched to tap into premiumisation which is driving growth in many convenience categories, the wholesaler says.

Ed Smeaton, director of Trading for Retail at Bestway Wholesale, said the rationale behind the launch saying “Shoppers are really buying into premium own-label. Premium own label has increased its share in the multiple retailers from 5.6% to 6.1% over the past year and is worth over £3bn in grocery. It’s not a fad with 88% of shoppers now buying into premium own-label. With more consumers shopping local, little and often, best-one Inspired will help independents capitalise on this opportunity. Not only does it tick the box for shoppers but by encouraging shoppers to trade up, it increases basket spend and profit for the retailer.”

The best-one Inspired label…