The Wholesale Group (TWG) has highlighted own-brand as one of its biggest growth opportunities in 2026 as it continues to expand its offerings.
Speaking with The Grocer at the buying group’s annual trade show on 19 March, foodservice managing director Coral Rose said TWG’s own-brand range is “getting more traction” with “more members buying into it”.
The Wholesale Group, which was formed in January 2025 by merging Confex and Fairway Foodservice, first launched its Chef Approved and Chef Prestige own-brand ranges in May 2025.
They now include more than 350 products across ambient, chilled, and frozen categories. In January, the own-label offer was extended with a new Core brand to broaden its appeal. “Whether it’s back of bar, in a retail shop or wherever, we’ve got scope,” said Rose.
The group has plans to continue expanding its offering with cheesecakes soon to launch and a number of other lines currently “in the pipeline”.
“As a group, last year was about getting ourselves established, getting everything together, getting all the suppliers and the own-brand. From a foodservice side, it’s now about the growth of the own-brand because there’s so much potential,” Rose said.
However, she added that any new lines will be carefully considered. “The whole point about an own-brand is it gives members a point of difference, but it’s also got to make them more cash, so there’s no point in just chasing an own-brand for the vanity of having lots of own-brand lines.”
Just last month, the group unveiled plans to bring back its UK-wide tour to showcase its Chef Approved range. The year-long schedule will see the team travel from Portsmouth to Inverness, as well as visiting Ireland and Jersey.
It will combine member depot visits, trade show support and appearances at official events hosted by The Wholesale Group to strengthen awareness and understanding of the own-brand range.
It comes as the group hosted 350 suppliers and members at its trade show last week, with its own-brand ranges on display.
TWG managing director Jess Douglas said: “Very few events in the industry can showcase quality and innovation on this scale, across both retail and foodservice, but our trade show continues to evolve into a flagship event for the sector that really gets people talking.
“As a buying group, we bring together forward-thinking suppliers and connect them with businesses who can help get their products into the market. The trade show is a powerful platform for collaboration, and a key part of our overall strategy.”
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