Booker expands catering portfolio with a new World Cuisines range launching into strategically located depots now
Leading wholesaler Booker is adding cuisines from five key global regions to its offer, following research into consumer demand for world foods within the dining out-of-home market. The new World Cuisines range will feature Greek, Turkish, Italian, Indian and African-Caribbean, as well chicken shop products for this burgeoning market.
Aimed squarely at the hospitality and catering sector, approximately 70 new food and drink lines under Booker’s new World Cuisines sub-brand are landing in 57 strategically selected branches now. The Booker sites chosen to supply the range have been selected based on their customer demographic, the types of cuisines on offer and in growth from dining outlets in their catchment areas.
Booker has also appointed World Cuisine champions, dedicated colleagues in each branch who will act as an ambassador for each global region. They will work closely with customers to identify their requirements, preferred brands and products, with this insight used to advise the wholesaler’s buying team to help source items in demand and grow the range further.
A range of global flavours
New products available include Greek fresh meats for gyros and skewers, sourdough pittas, and authentic edesma and Kolios feta, and from Italy, premium truffle oil and pistachio spread, continental beers and speciality wines. Hailing from Turkey; halloumi, tahini, pomegranate molasses, sucuk (beef sausage) and bulgur wheat and from India – paneer, frozen parathas, okra, chutneys, ghee and clay oven spicy giant naans.
Chefs can stock up on African tilapia, shaki (beef tripe), goat meat, chicken gizzards, fresh produce such as yams and plantains, while chicken restaurants can source breader mix, chilli flame marinated chicken pieces, strips and wings.
On the drinks side, the new range includes premium Turkish raki brands Beyler Beyi Gobek (70cl) and Tekirdag (70cl), and beers such as Italian Menabrea and Ischnusa, African Star Beer, Gulder and Orijin as well as Greek Mythos. A selection of trending wines will also be available, such as Primitivo and Gavi di Gavi, as well as non-alcohol 0% Birra Moretti and Nozeco Spumante.
The World Cuisines range is targeted at restaurants, casual diners, street food and market vendors, pubs, and dark kitchens looking to expand their international food and drink offering and source premium ingredients and trusted brands from around the globe.
A range based on consumer demand
Mark Suddaby, Booker’s Director of Trading for Fresh Foods, says: “This is a unique launch for us as it’s highly targeted, based on customer feedback and interviews, research on the local landscape, and data on the growing consumer demand for ethnic and world cuisines. Our initial focus will be on urban and city centre-based branches, particularly those with international populations and a high level of home delivery restaurants, takeaways and dark kitchens.
“Our World Cuisine champions have already identified opportunities for premium world foods, ingredients and brands from specific regions, popular with different demographics across the UK. Our new range is tailored to suit evolving regional food preferences and we have insights to show growth in demand for the five global cuisines we have selected, as well as for chicken shop foods and ingredients. For example, our London branches will stock a more extensive African-Caribbean range, while Bristol features items from all five of our global regions to cater for the ethnically diverse dining out scene in and around that area.
“We are now able to offer sought-after food and drink products from around the world in brands our customers trust and love, as well as specialty continental beers and spirits, and premium wines. In addition to colleagues being on hand to advise customers on the new lines, we’ll also be running national promotions, customer discounts and offers.
“Our combined food and drink proposition is unmatched, making us a one-stop-shop for restaurants and hospitality outlets, whether independent, local networks, franchises or national chains.”
- The World Cuisines range is rolling out now across 57 depots, from Glasgow to Portsmouth.
- To find your nearest depot or to find out more about Booker Catering, visit https://www.booker.co.uk/
About Booker
Booker is the UK’s leading food and drink foodservice wholesaler with 190 branches across the UK. It serves over 400,000 catering customers with a range of products and services, including a dedicated butchery and fishmongery service, fresh, chilled, frozen and ambient foods, snacks, beers, wines and spirits, soft drinks, store cupboard items, dry goods and non-food supplies. Its brands include Chef’s Essentials, Chef’s Larder and Chef’s Larder Premium, Farm Fresh and Lichfields.
In June 2024, Booker Group acquired on-trade supplier Venus Wines and Spirits Merchants, bringing over 2,000 premium spirits, wines, keg, craft and packaged lagers and ciders to Booker customers.
Booker also supports independent retailers and owns symbol brands including Budgens, Londis and Premier. Booker is a subsidiary of Tesco plc.
Website: https://www.booker.co.uk