#SIGNALS
August 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
August 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 Cutterboxes Available Now
From cling film to foil and baking parchment, the CHEF Approved disposables range is designed for busy kitchens that need reliability, consistency and value. With cling film in both 300mm and extra-wide 450mm sizes, catering foil for everyday prep, and a non-stick baking parchment that requires no greasing, this range covers the essentials chefs reach for daily. Every product comes in a tamper proof cutterbox for safe, simple use.
- CHEF Approved Cling Film 300mm x 300mm
- CHEF Approved Cling Film 450mm x 300mm
- CHEF Approved Catering Foil 300mm x 75mm
- CHEF Approved Catering Foil 450mm x75mm
- CHEF Approved Baking Parchment 450mm x 50mm
The following products will also be available to order in July, which further detail about availability in the product information further down the page.
- CHEF Approved Apple Sauce
- CHEF Approved Cranberry Sauce
- CHEF Approved Alabama Chocolate Fudge Cake
- CHEF Approved 2 Ply 33cm Napkins
- CHEF Approved 2 Ply 40cm Napkins
Marketing and sales assets are available now on your CHEF Approved marketing hub to help drive awareness and support sales.
CHEF Approved Own Brand List
We have created a spreadsheet to detailing the CHEF Approved own brand list. The list will allow you to keep track of products that are available in updated packaging, whilst also keeping you informed on upcoming products which are due to move from CHEF Approved and Core.
Branding Update
We have updated our name from CHEF Approved to CHEF Approved to address some trademark matters. The similarity between Assured and Approved means minimal disruption to your customers – same brand values, virtually the same name recognition.
We are updating your marketing assets to reflect the changes and this project will be complete for the official launch of CHEF Approved on August 1st.
CHEF Approved Cling Film Cutterbox
- CHEF Approved Cling Film 300mm x 300mm
- CHEF Approved Cling Film 450mm x 300mm
- Contains loose plastic blade for improved cutting and dispensing.
- PVC film has excellent stretchability and clinging properties.
- All-purpose: perfect for fridge, freezer and microwave use.
- Fully recyclable packaging.
- Extra-wide 450mm roll.
- No bisphenol A (BPA) or phthalate used in product manufacturing.
- 100% recyclable packaging, printed with water-based inks.
- Made in the UK.
Designed for busy kitchens, this 300mm professional-grade cling film offers excellent strength, stretch and clarity. It helps reduce odour cross-contamination and keeps food fresher for longer, whether you’re wrapping ingredients for storage or covering plated meals. The tamperproof cutterbox includes a loose plastic blade to make dispensing quick and safe.
The extra-wide 450mm cling film gives you more coverage and the same reliable performance, with a strong, stretchy finish and high clarity. It’s suitable for use in the fridge, freezer and microwave, making it a versatile essential across prep and service.
Manufactured in the UK, this film is free from bisphenol A (BPA) and phthalates, offering peace of mind when working around food. The packaging is fully recyclable and printed using water-based inks, and the production site operates on 97% renewable energy with a zero-landfill policy.
CHEF Approved Kitchen Foil Cutterbox
- CHEF Approved Kitchen Foil 300mm x 75m
- CHEF Approved Kitchen Foil 450mm x 75m
- Cutterbox contains serrated edge.
- Helps to regulate temperature.
- Perfect for roasting, grilling and keeping food fresh.
- 100% recyclable packaging, printed with water-based inks.
- Made in the UK.
Strong and versatile, this 300mm catering foil is built to handle grilling, roasting, storage and more. It’s also effective for wrapping frozen goods to help reduce freezer burn. The tamper proof cutterbox comes with a serrated edge to make tearing foil clean and simple during service.
The 450mm wide foil is designed for bigger trays and larger-scale cooking. Whether you’re roasting, grilling or covering pans for storage, the foil performs reliably across a range of catering tasks.
Manufactured in the UK using 97% renewable energy, this foil is supplied in fully recyclable packaging printed with water-based inks. Like all CHEF Approved products, it’s made with a commitment to reducing waste and supporting kitchen efficiency.
CHEF Approved Baking Parchment Cutterbox
CHEF Approved Baking Parchment 450mm x 50mm
- Cutterbox contains loose plastic blade.
- White baking parchment makes foreign objects easier to spot.
- Suitable for use in an oven, fridge or freezer.
- Non-stick.
- 100% biodegradable and compostable.
- No bisphenol A (BPA) or phthalate used in product manufacturing.
- Fully recyclable packaging.
- Extra-wide 450mm roll.
- 100% recyclable packaging, printed with water-based inks.
- Made in the UK.
This professional-grade baking parchment is extra wide and non-stick, making it ideal for baking, roasting or lining trays without the need for greasing. The bright white silicone coating also makes it easier to spot foreign objects during food prep. The cutterbox includes a loose plastic blade for easy handling.
Made in the UK from materials that are free from BPA and phthalates, this parchment is also fully biodegradable and compostable. It comes in 100% recyclable packaging printed using water-based inks, and is produced in a facility powered by 97% renewable energy with zero landfill.
Cutterboxes Sales Guide
Take a look at the Cutterboxes Sales Guide to support the Chef Approved launch of Cling Film, Kitchen Foil and Baking Parchment.
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 Alabama Chocolate Fudge Cake
- 1 x 16pp (1.83kg)
- Pre-portioned
- Thaw & serve
- Traditional fudge cake recipe
- Frozen
The CHEF Approved Alabama Chocolate Fudge Cake is a deliciously moist and rich chocolate cake, filled and covered with a hot application chocolate fudge icing.
Pre-portioned into 16 slices for added convenience, the
product is hand decorated with a spiral swirl design to give
that ‘homemade appearance’.
Available to order late July!
Frozen Cakes & Desserts Sales Guide
See the CHEF Approved Frozen Cakes & 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.
CHEF Approved Apple Sauce
- 2 x 2.35kg
- Suitable for vegetarians, vegans & coeliacs
- 4 week shelf life once opened
CHEF Approved Apple Sauce is crafted with care for professional kitchens. Made with chunky apple pieces and a subtle, natural sweetness, it’s the perfect partner for savoury classics—especially roast pork.
Ideal for foodservice, this versatile sauce is ready to complement a wide range of dishes, from carvery staples to modern plates. Comes packed in a 2.35kg practical resealable container with a 4-week shelf life once opened.
Available to order late July!
CHEF Approved Cranberry Sauce
- 2 x 2.55kg
- Suitable for vegetarians, vegans & coeliacs
- 4 week shelf life once opened
Crafted with 42% cranberries, CHEF Approved Cranberry Sauce delivers a rich, authentic flavour with a perfectly balanced sweet-tangy profile. Made for chefs, it’s the ideal complement to roast meats, festive favourites, or modern savoury dishes.
This versatile sauce comes in a convenient resealable container with a 4-week shelf life once opened—perfect for busy kitchens.
Available to order late July!
CHEF Approved Promotions - August
Throughout the month of August, the following own brand products are on promotion.
- Wholetail Breaded Scampi
- 4″ Sausage Roll
- 6″ Sausage Roll
- 8″ Sausage Roll
- Mixed Traybake
- Breaded Chicken Goujons
- Southern Fried Chicken Goujons
- Beer Battered Onion Rings
Please check the Accelerate platform for special pricing and the Marketing Hub for supporting assets.
CHEF Approved Burgers - COMING SOON!
- 80% Beef Burger 4oz 48 x 113g
- 98% Beef Burger 4oz 48 x 113g
- 98% Beef Burger 6oz 30 x 170g
- 98% Beef Restaurant Burger 6oz 30 x 170g
Developed for foodservice, the CHEF Approved burger range includes a 98% 6oz burger with a rustic, restaurant-style appearance, a 98% 4oz steak-style burger, and an 80% 4oz option designed for broad appeal. Each product offers quality, consistency, and flexibility for a wide range of menus and settings.
We are aiming to launch these burgers in the CHEF Approved packaging in around 4 weeks time, so expect these to be available to order in mid-August!
CHEF Approved Product Launch Plan
August 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
- Carrot Cake
- Cod Fish Fingers
- Gluten-Free Gravy
- Soft Scoop Ice Cream
- Spreads
- Vinegars
The remaining 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 or an online meeting.
We would like to thank all the members we have seen for inviting us to their depot. Please enjoy some pictures of the visits.
Your September Edition
Your next edition of #SIGNALS will land in your inbox on Tuesday 26th August.
Your September edition will focus on beef burgers and ice cream launches 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, the latest sales support we have created and further updates on the own brand member visits. Plus we we will have updates on spreads, carrot cake, fish fingers, gluten-free gravy and September promotions.
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 100 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:
Contact
Kindly forward comments and suggestions to: richard@thewholesalegroup.co.uk