#SIGNALS
May 2025
Welcome to the CHEF Approved launch edition of #SIGNALS, your monthly own brand newsletter from The Wholesale Group.
Future editions of #SIGNALS will arrive on the last Thursday of the month, keeping you updated on all things CHEF Approved!
#SIGNALS
May 2025
Welcome to the introductory edition of #Signals, your monthly own brand newsletter from The Wholesale Group. You will receive #Signals on the last Monday of the month and each edition will give you updates, information and general support for YOUR own brand range!
CHEF Approved has arrived!
Introducing CHEF Approved – your new own brand range created for chefs by foodservice experts. With over 300 products across ambient, chilled and frozen, it’s built for consistency, quality and value. From store cupboard staples to frozen veg and everyday essentials, every product is tested for performance in real kitchens.
The range includes: CHEF Approved for dependable everyday products, CHEF Prestige offers exceptional products for standout meals, and CHEF Hygiene for professional cleaning and janitorial solutions. Whatever your sector, CHEF Approved is ready to support your service. Only available through The Wholesale Group’s network of independent wholesalers.
We have created a CHEF Approved launch video that was made for you and is for internal purposes only. To learn even more about your new own brand, press play and enjoy!
To support the external launch of CHEF Approved, we will be creating a customer version, which will be available for you to share on May 1st.
Own Brand FAQ’s
We appreciate the launch of CHEF Approved is a big change for wholesalers and caterers, so whether you sold CORE, CHEF Approved or you are new to own brand, we have a Frequently Asked Questions page. This should assist you in answering any customer questions relating to own brand.
Click the link below for further information…
CHEF Approved Product Launch Plan
We are delighted to announce the first products to be launched in the CHEF Approved brand are Baked Beans and Mushy Peas. These are available to order NOW!
In the coming weeks, these products will be available in CHEF Approved brand…
- Bacon
- Pork Sausages
- Salmon Portions
- Sauce Sachets
- Sweets & Desserts
The rest of the own brand range will be available in CORE and CHEF Approved, but we will keep you updated of the progress.
CHEF Approved Baked Beans
- Source of protein and high in fibre
- Low in fat
- Budget friendly, filling and plant based
- Versatile ingredient suitable across all day parts
- Using Haricot Beans and natural flavourings
- 30% less Sugar and 30% less Salt in the reduced baked beans
When you need beans that work as hard as you do, reach for CHEF Approved. Available in standard and reduced salt & sugar recipes, our baked beans in tomato sauce are designed with caterers in mind—reliable, consistent, and ready for busy service.
With a high bean-to-sauce ratio and quality Haricot beans, they hold beautifully on breakfast bars and across service. Whether you’re feeding large groups in the cost sector or offering quality across your all-day menu, our baked beans deliver on value and performance. Low in fat, high in fibre, and naturally plant-based, they’re available in 2.62kg tins, with a convenient 840g option.
A simple, dependable staple—done right.
CHEF Approved Mushy Peas
- Source of protein and high in fibre
- Low in fat
- Budget friendly, filling and plant based
- Versatile ingredient suitable across all day parts
- Using natural colouring
Chef Assured Mushy Peas are a kitchen essential – low in fat, high in fibre, and a great source of plant-based protein.
Made in the UK using natural colouring, they offer real value for chefs looking for a consistent, quality product that works across multiple dishes – from traditional fish and chips to soups and vibrant sides.
Packed in a practical 2.61kg format, they’re ideal for high-volume kitchens across both cost and profit sector catering. Versatile, filling, and easy to store, they’re a smart choice for chefs who want dependable performance and broad menu appeal.
Canned Goods Sales Guides
Here is a useful Sales Guide to support the Chef Assured launch of Baked Beans and Mushy Peas.
This guide will give you all the information you need, such as product descriptions, pack sizes, USP’s and serving suggestions – all supported by lifestyle and hero-shot photography.
Please note: Tomato Paste, Chopped Tomatoes and Peeled Plum Tomatoes will be available in CHEF Approved brand June 2025, and Tuna Chunks in Brine will be available in CHEF Approved August 2025. These products will be delivered in Assured or CORE packaging until these specified dates.
CHEF Approved Promotions - May 2025
Throughout the month of May, the following own brand products are on promotion. Whether you are field sales or telesales, we can create crib sheets which give you all the product features and benefits!
Meat & Poultry
- 80% Beef Burgers 113g
- Breaded Chicken Goujons
- Southern Fried Chicken Goujons
Sweets & Desserts
- Cookie Dough Cake
- Cream Filled Profiteroles
- Indulgent Victoria Sponge
- Lemon & Raspberry Frangipane
- Luxurious Black Forest Cake
- Mixed Traybake
- Persian Style Lemon Cake
- Rainbow Cake
- Tiramisu Cake
- Triple Layered Caramelised Biscuit Cake
CHEF Approved Marketing Hub
The Wholesale Groups talented marketing team have created a library of assets to support and help you sell CHEF Approved products.
These include:
- Professional lifestyle photography
3D pack shots
A4 adverts for literature
Product sales presentations
Videos for social media
Social media graphics
Supporting product assets will be available on the Accelerate platform in due course, but in the meantime, you can also access on our CHEF Approved Marketing Hub.
CHEF Approved Visits
Richard Ellison, Own Brand Manager, and Cezary Chmiel, Technical Manager are currently visiting members to meet with their sales teams to present products from the own brand range. The products will be agreed by you beforehand, as we want to maximise the visit and present the products that will benefit your business the most. Richard will also give you a brand overview, talk about sales support and answer any questions or suggestions you may have.
Richard will be in contact in due course as he is creating a plan to tour the UK, Ireland and beyond, but if you are interested in seeing him and Cezary urgently, then contact him at richard@thewholesalegroup.co.uk to arrange a visit.
We would like to thank Waterside Food Services, All Shire Foods and Roy Evans Food Service for inviting us to their depot. Please enjoy some pictures of the visit.
June Edition
Your next edition of #SIGNALS will land in your inbox on Thursday 22nd May.
Your June edition will focus on the exciting dessert category, with product information, supporting marketing assets and a sales presentation to help you sell more product.
In addition to this, we will bring you up to speed on all things CHEF Approved, including news about NPD, upcoming promotions, the latest sales support we have created and further updates on the own brand member visits. Plus we will provide a packaging update on the CHEF Approved brand, and all the products you can expect to appear in your warehouses!
The Wholesale Group would like to create a sales community among our member companies, so please ensure that your sales team is all signed up so they can receive these monthly updates. It is important that your staff register for #SIGNALS with their business email address as personal emails will be rejected.
News
We are holding our annual Foodservice Fair at Stratford Upon-Avon Racecourse on Thursday 11th September. Over 60 suppliers will attend, featuring a number of own brand suppliers showcasing CHEF Approved products. Please look out for registrations COMING SOON!
The Wholesale Group Team
As The Wholesale Group, we are now boosted by an experienced team who all share the same integrity and ethos when it comes to own brand.
You can learn more about your team at the recently launched The Wholesale Group website.
In the meantime, if you need any product information or general support for the CHEF Approved range, contact The Wholesale Group’s Own Brand Manager, Richard Ellison at richard@thewholesalegroup.co.uk
Contact
Kindly forward comments and suggestions to: richard@thewholesalegroup.co.uk