Booker’s symbol retailers are enjoying a 30% growth in sales and volume across the wholesaler’s value-led own label range, Jack’s, so far in 2025.
The wholesale giant said the Jack’s range was seeing ”impressive momentum” across its symbol esate, which consists of the Premier, Londis, Budgens and Family Shopper fascias.
Its growth had been driven by a multifaceted approach, combining “sharper promotions, stronger in-store presence, and continual value benchmarking”, according to Booker.
The discount brand, owned by Booker’s parent company Tesco, was now being featured more prominently in promotional leaflets, while in-store PoS kits had been enhanced with double-height shelf strips to help products stand out and encourage purchase, Booker said.
The wholesaler said Jack’s pricing was always benchmarked to stay competitive and it was refining the offer and promotional mix to support further growth and meet changing demand.
The Jack’s range consists of over 540 lines, including fruit & veg, meat, dairy, and household products, with a minimum 30% margin.
Booker has also expanded its long-life chilled range to help retailers and shoppers reduce waste. New additions include Myprotein and Pro Cuisine ready meals, which had been “well received by shoppers thanks to their convenience, quality, and on-trend positioning”, according to Booker.
The range now consists of over 350 products, from cooked meats to specialty cheeses.
“We’ve received positive customer feedback and encouraging sales momentum thanks to broad availability and consistent value across our retail partners,” said a Booker spokeswoman.
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