#SIGNALS
June 2025
Welcome to your latest edition of #SIGNALS, your monthly own brand newsletter from The Wholesale Group.
Future editions of #SIGNALS will arrive every month, keeping you updated on all things CHEF Assured!
#SIGNALS
June 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 Assured Cake & Desserts Available Now
We’re pleased to announce the launch of the CHEF Assured Cake & Desserts range, featuring over 40 products including cakes, traybakes, and sweet pies.
To support the launch, promotional pricing is in place throughout June on a selection of key lines. You’ll find full details in the promotions section.
Marketing and sales assets are available now on your CHEF Assured marketing hub to help drive awareness and support sales.
Also, now available to order:
• CHEF Assured Salmon Portions
• CHEF Assured Classic Pork Sausages
• CHEF Assured Bacon
Cake & Desserts Sales Guide
See the CHEF Assured Cake & Desserts range in this sales guide including Cakes, Traybakes, Ice Cream, Profiteroles, and more!
This guide will give you all the information you need, such as product descriptions, pack sizes, USP’s and serving suggestions – all supported by beautiful lifestyle photography.
Please note: Soft Scoop Ice Cream, Individual Hot Puddings and Bramley Apple Pie will be available in CHEF Assured, July 2025.
CHEF Assured Product Launch Plan
The CHEF Assured Quiche range, featuring 5 different flavours will be available to order very soon, so please keep an eye out for further detail from Laura Bolland.
Along with the new Quiche range, these products will be available in CHEF Assured brand in the coming weeks…
- Brown Sauce
- Canned Tomatoes
- Napkins
- Tomato Ketchup
- Tortilla Wraps
- Sauce Sachets
- Scampi
The rest of the own brand range will be available in CORE and Fairway Assured, but we will keep you updated of the progress.
CHEF Assured Salmon Portions
- 10 x 140-170g & 10 x 170g-200g
- Frozen, Skinless & Boneless
- High in Omega 3
- Grade AA+ BRCGS-certified
- Free from artificial additives such as
antioxidants, colours, flavourings, sweeteners,
and preservatives. - Ideal for care homes, restaurants, pubs, garden
centres and festive Christmas menus.
CHEF Assured Salmon Portions offer premium quality and convenience for professional kitchens. Sourced from Global GAP-certified farms in Norway, these natural salmon fillets are skinless, boneless and portioned to 140-170g or 170-200g sizes, with 10 portions per case.
Produced in a Grade AA+ BRCGS-certified facility, our salmon meets the highest quality standards while remaining free from artificial additives such as antioxidants, colours, flavourings, sweeteners, and preservatives. They have a frozen shelf life of up to 23 months at -18°C.
Salmon Portions Sales Guide
Here is a useful Sales Guide to support the Chef Assured launch of Salmon Portions.
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: the rest of the Fish & Seafood range will be available in CHEF Assured throughout the coming months.
CHEF Assured Classic Pork Sausages
- Packed 2 x 2.27kg
- Available in 4s, 8s, 16s and 32s
- Crafted using premium cuts of meat
- Seasoned to enhance the flavour
- Suitable for hotels/B&Bs, cafés,
restaurants and pubs
Chef Assured Classic Pork Sausages are crafted using premium cuts of meat with just the right amount of seasoning to enhance their natural flavour.
Whether you are customers are serving up a hearty breakfast
or building the perfect sandwich, these quality classic sausages deliver consistently delicious results.
Packed 2 x 2.27kg, the boxes contain individually quick-frozen (IQF) sausages available in 4’s, 8’s, 16’s and 32’s.
CHEF Assured Bacon
- Grade A Pork
- Uniform slicing
- Available in 4 x 2kg & 4 x 2.27kg
The CHEF Assured bacon range is designed for busy kitchens, delivering consistent quality, great value, and dependable performance. It’s produced in a BRC AA grade facility using A grade pork from our independent supply chain, with in-house smoking and uniform slicing across the range.
The range includes CHEF Assured Unsmoked Rindless Select Back Bacon (4 x 2.27kg and 4 x 2kg), CHEF Assured Unsmoked Rindless Streaky Bacon (4 x 2.27kg), CHEF Assured Smoked Rindless Streaky Back Bacon (4 x 2.27kg), and CHEF Assured Smoked Rindless Back Bacon (4 x 2kg).
Breakfast Range Sales Guide
Take a look at the Breakfast Range Sales Guide to support the Chef Assured launch of Classic Pork Sausages and the Bacon range.
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: Coffee Beans will be delivered in Fairway Assured until further notice.
CHEF Assured Promotions - June 2025
Throughout the month of June, the following own brand products are on promotion.
- Cookie Dough Cake
- Indulgent Victoria Sponge
- Lemon & Raspberry Fraginpane
- Luxurious Black Forest Cake
- Mixed Traybake
- Persian Style Lemon Cake
- Rainbow Cake
- Salted Caramel & Chocolate Cake
- Tiramisu Cake
- Triple Layered Caramelised Biscuit Cake
Be sure to check out the Marketing Hub for supporting assets.
CHEF Assured Marketing Hub
The Wholesale Groups talented marketing team have created a library of assets to support and help you sell CHEF Assured 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 Assured Marketing Hub.
CHEF Assured 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 Bramleys, Youngs and Thompsons for inviting us to their depot. Please enjoy some pictures of the visit.
July Edition
Your next edition of #SIGNALS will land in your inbox on Thursday 19th June.
Your July edition will focus on the seafood 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 Assured, including news about NPD, upcoming promotions, the latest sales support we have created and further updates on the own brand member visits. Plus we we will have updates on Onion Rings, Ice Cream, Coldwater Prawns and Battered Cod.
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, including a special CHEF Assured marquee!
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 Assured 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