#SIGNALS
July 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!
#SIGNALS
July 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 Approved!
CHEF Approved Quiche Range Available Now
We’re pleased to announce the launch of the CHEF Approved Quiche range, featuring five products:
- CHEF Approved Broccoli & Red Pepper Quiche
- CHEF Approved Mediterranean Vegetable Quiche
- CHEF Approved Quiche Lorraine
- CHEF Approved Cheese & Onion Quiche
- CHEF Approved Tomato & Basil Quiche
The CHEF Approved quiche range offers five ready-to-serve options made for today’s foodservice needs. Each 10″ quiche weighs 1.2kg, is pre-portioned into 12 slices, and is crafted with mature Cheddar, free-range eggs from Shropshire, and rich shortcrust pastry. Varieties include Quiche Lorraine, Mediterranean Vegetable, Broccoli & Red Pepper, Balsamic Red Onion & Cheddar, and Tomato & Basil. All are hand-finished for a consistent, homemade look.
As demand continues for quality and versatility, these quiches respond to key trends such as plant-based options, premium ingredients, and locally sourced produce. Ideal for buffets, café counters, or plated service, they offer dependable value without compromising on taste or presentation.
Also, now available to order:
- CHEF Approved Breaded Wholetail Scampi
- CHEF Approved Bramley Apple Pie
- CHEF Approved Brown Sauce
- CHEF Approved Tomato Ketchup
- CHEF Approved Sauce Sachets
- CHEF Approved Sugar Sticks & Sachets
- CHEF Approved Salt & Pepper Sachets
- CHEF Approved 2 Ply Napkins
- CHEF Approved Vinegar Range
Marketing and sales assets are available now on your CHEF Approved marketing hub to help drive awareness and support sales.
CHEF Approved Broccoli & Red Pepper Quiche
- 1 x 12pp
- Pre-portioned into 12
- 10″ in diameter
- Rich shortcrust pastry
A 10″ quiche weighing 1.2kg and pre-portioned into 12 slices, ideal for consistent service across buffets, cafés or plated meals. Made with broccoli florets, ripe red peppers, mature Cheddar, and free-range eggs from a Shropshire farm, all baked in a rich shortcrust pastry.
Hand-finished for a homemade look, it’s suitable for both cold and hot service. Simply thaw in the fridge for 48 hours, serve chilled or heat at 180°C for 22 minutes to reach an internal temperature of 80°C.
CHEF Approved Cheese & Onion Quiche
- 1 x 12pp
- Pre-portioned into 12
- 10″ in diameter
- Rich shortcrust pastry
This quiche brings together balsamic onions and mature Cheddar for a sweet and tangy finish. It’s 10″ wide, weighs 1.2kg, and is portioned into 12 slices for easy prep and service.
Baked with free-range eggs in shortcrust pastry and hand-finished, it suits both cold and hot settings. Thaw in refrigerated conditions for 48 hours or reheat at 180°C for 22 minutes.
CHEF Approved Quiche Lorraine
- 1 x 12pp
- Pre-portioned into 12
- 10″ in diameter
- Rich shortcrust pastry
A classic option featuring mature Cheddar and smoked bacon in a savoury egg custard. This 10″, 1.2kg quiche is pre-portioned into 12 slices for efficient service and consistent plating.
Each one uses free-range eggs from a Shropshire farm and rich shortcrust pastry. Serve chilled after a 48-hour thaw, or heat in a preheated oven at 180°C for about 22 minutes.
CHEF Approved Tomato & Basil Quiche
- 1 x 12pp
- Pre-portioned into 12
- 10″ in diameter
- Rich shortcrust pastry
A meat-free option made with red tomatoes, aromatic basil, mature Cheddar, and free-range eggs. This 10″, 1.2kg quiche is pre-sliced into 12 servings for quick, reliable use in professional settings.
Finished by hand and set in shortcrust pastry, it can be served cold or warm. Defrost in the fridge for 48 hours or heat in an oven at 180°C until it reaches 80°C internally.
CHEF Approved Mediterranean Vegetable Quiche
- 1 x 12pp
- Pre-portioned into 12
- 10″ in diameter
- Rich shortcrust pastry
This meat-free 10″ quiche weighs 1.2kg and comes pre-sliced into 12 portions. It includes a colourful mix of Mediterranean peppers, mature Cheddar, and savoury custard, baked in a shortcrust pastry and finished by hand.
Made with free-range eggs from a local Shropshire farm, it’s easy to serve cold or hot. Thaw for 48 hours in the fridge, or heat portions at 180°C for 22 minutes until 80°C internal temperature is reached.
Quiche Range Sales Guide
Here is a useful Sales Guide to support the Chef Assured launch of the Quiche 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.
CHEF Approved Wholetail Breaded Scampi
- Packed 10 x 450g
- Sweet in flavour
- Crispy crumb
- Sourced from British Isles
Chef Assured Wholetail Breaded Scampi is made using wild-caught Langoustine tails sourced from the waters around the British Isles. Known for their naturally sweet meat, these succulent tails are coated in a crisp breadcrumb for a satisfying bite. Each 450g pack delivers a reliable portion of high-quality seafood, supplied frozen in a 10 x 450g case and ready to deep fry from frozen in just 4 minutes.
Ideal for hospitality, pubs, restaurants, leisure, and care settings, this scampi holds well on the plate and offers consistent portion control. Its golden coating and sweet, tender centre make it a strong performer whether served with chips, salad, or tartare sauce. Keep frozen and cook from frozen—no prep required
Fish & Seafood Sales Guide
Take a look at the Fish & Seafood Sales Guide to support the Chef Assured launch of Breaded Wholetail Scampi.
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.
CHEF Approved Bramley Apple Pie
- 1 x 14pp (2.17kg)
- Bramley apples
- Thaw & serve within 2 hours
The CHEF Approved Bramley Apple Pie features a shortcrust pastry base, filled with tangy Bramley apple slices and topped with a golden pastry lid, glazed and lightly sprinkled with sugar.
Pre-cut into 14 even slices for easy portioning, it’s delivered frozen and suitable for vegetarians. Serve cold or warm through in the microwave for a quick dessert option.
Cake & Desserts Sales Guide
See the CHEF Approved 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.
Also available in CHEF Approved NOW!
- CHEF Approved Brown Sauce
- CHEF Approved Tomato Ketchup
- CHEF Approved Sauce Sachets
- CHEF Approved Sugar Sticks & Sachets
- CHEF Approved Salt & Pepper Sachets
- CHEF Approved 2 Ply Napkins
- CHEF Approved Vinegar Range
The above products are also available in CHEF Approved. Product pricing information can be found on the Acclerate platform and you can obtain marketing assets from the link below.
Special Pricing - Profiteroles with Chocolate Sauce
There is an ongoing promotion available to all The Wholesale Group members for CHEF Approved Profiteroles with Chocolate Sauce. The product pricing is available on Accelerate and you can get the product assets to support sales on the button below.
For further information, please contact laura@thewholeslaegroup.co.uk
Extra Discount - Chicken Goujons
The Wholesale Group Purchasing Manager Adam Williamson has secured an additioanl discount on CHEF Approved Breaded Chicken Goujons and CHEF Approved Southern Fried Chicken Goujons. The promotional mechanics will be communicated to you shortly.
For further information, please contact adam@thewholeslaegroup.co.uk
CHEF Approved Promotions - July 2025
Throughout the month of July, the following own brand products are on promotion.
- Wholetail Breaded Scampi
- 4″ Sausage Roll
- 6″ Sausage Roll
- 8″ Sausage Roll
- Mixed Traybake
Be sure to check out the Marketing Hub for supporting assets.
CHEF Approved Product Launch Plan
July will be another busy month as we have a number of products moving into the CHEF Approved brand. We will highlight these products in the next edition of #SIGNALS, and also ensure you have sales and marketing assets to support the launches.
- Beef Burgers
- Canned Tomatoes
- Cheese
- Cutterboxes
- Gravy
- Fish Fingers
- Prawns
- Spreads
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 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 Ewood Foods, AtoZ Catering supplies, Best Catering and Extra Cash & Carry for inviting us to their depot. Please enjoy some pictures of the visits.
August Edition
Your next edition of #SIGNALS will land in your inbox on Thursday 17th July.
Your August 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 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 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 90 suppliers will attend, including a special CHEF Approved 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 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