3663 First for Foodservice, a leading UK foodservice wholesale distributor, has launched a new premium range of prepared products under the White’s brand.
The range of frozen and chilled foods is aimed at consumers eating out for sheer pleasure.
The products will give chefs the opportunity to add more dishes to the menu without putting pressure on staff, as well as ensuring high-quality output from less skilled staff, and the potential to improve profit margins, according to 3663.
Dishes include Slow Cooked Aberdeen Angus and Portabello Mushrooms in Suffolk Ale; Root Vegetable, Cranberry and Goats Cheese Nut Roast and Madagascan Vanilla Baked Cheesecake.
Research shows that there are three main driving forces behind people’s choice of what to eat - a total of 55 per cent eat out for enjoyment, 38 per cent do so because it is practical, and seven per cent for health reasons.
Des Bell, marketing director of 3663, said: “Pub and restaurant food is gradually shifting upmarket - it’s an instinctive response from the industry to the changes in consumer behaviour.
“We are a distributor and supplier of some of the most widely used own-brand products on the market, covering health, practicality and the middle ground of enjoyment. However, research has shown the need for a premium brand that covered the top end of the market to give all our customers a full range to choose from. We already had ‘good’ and ‘better’ offerings, but the need was identified for a range that could be perceived as the ‘best’.
“The new range had to be easy to prepare, authentic and reliable, using top quality natural ingredients and most importantly indulgence was to come above nutritional content.”
“Our new exclusive brand, White’s, has been tested with chefs in smart restaurants and gastro-pubs. They described it as quality, funky, stylish and professional. The imagery is strong, in black and white - not traditional food colours - and the initial range of products was felt to be very appealing.”
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