#SIGNALS
September 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
September 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!
FoodService Fair - September 11th
The Wholesale Group’s annual Foodservice Fair will be held on Thursday 11th September at Stratford-upon-Avon Racecourse.
Over 100 suppliers, including leading brands such as Kraft Heinz, Nestlé, Unilever and Premier Foods, will fill the Grandstand and marquee. Attending members can explore new product launches across a wide range of categories and take advantage of exclusive show deals, with orders available to place on the day.
CHEF Approved Marquee
CHEF Approved will have a strong presence at the event with its own marquee. Inside, our stand will showcase a range of products, with live cooking and serving suggestions from a chef. Our marketing team will also be on hand to talk about the services and support available.
It’s a great opportunity to try your own-brand products, explore the full range, and pick up the first-ever CHEF Approved booklet and Product Brochure.
The marquee will also feature own-brand suppliers presenting CHEF Approved lines alongside products from their wider ranges.
Join us to sample new products, spot industry trends, and connect with suppliers. There’s still time to register and secure your place at this exclusive member event.
ID Buzz - CHEF Approved Visits
We’re excited to introducing the CHEF Approved ID Buzz – our new electric vehicle for member visits, events, and trade shows, complete with products to sample.
Richard Ellison and Cezary Chmiel are already on the road, with a tour planned across the UK.
To arrange a visit, email richard@thewholesalegroup.co.uk or speak to us at the CHEF Approved marquee.
CHEF Approved Burger Range
- 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
- EU approved Beef
The CHEF Approved burger range is designed for foodservice, offering a 98% 6oz rustic-style burger, a 98% 4oz steak-style burger, and an 80% 4oz option for wider appeal.
Made from prime cuts of beef and lightly seasoned, the 98% burgers deliver premium quality with either a handmade 6oz look or a smaller 4oz size. The 80% 4oz burgers, available interleaved or IQF scored, offer great flavour, moisture retention, and minimal shrinkage—ideal for pubs, schools, and quick-service menus. All use beef from approved EU suppliers with full traceability.
Meat & Poultry Sales Guide
Here is a useful Sales Guide to support the Chef Approved launch of the burger 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 Carrot Cake
- 1 x 16pp (1.83kg)
- Pre-portioned
- Thaw & serve
- Traditional carrot cake recipe
- Frozen
A traditional rich, moist carrot cake containing crushed
pineapple and walnuts, with a hint of spice. Coated with a rich vanilla flavoured cream cheese frosting. Side decorated with crunchy walnut pieces and finished off with a scattering of walnut pieces on top.
Pre-portioned for added convenience.
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 Vinegar Range
- CHEF Approved Distilled Malt Vinegar 1 x 5ltr
- CHEF Approved Malt Vinegar 1 x 5ltr
- CHEF Approved Red Wine Vinegar 1 x 5ltr
- CHEF Approved White Wine Vinegar 1 x 5ltr
- Used to enhance flavours of other foods
Add sharpness, balance and depth to dishes with the CHEF Approved vinegar range. From Distilled Malt to Red and White Wine Vinegars, each is crafted for busy kitchens—ideal for dressings, pickling, and sauces.
The range also includes classic Malt Vinegar, perfect with fish & chips, marinades, and chutneys. Consistent quality and great value make these vinegars a versatile choice for chefs.
CHEF Approved Promotions - September
Throughout the month of September, the following own brand products are on promotion.
- Burger range
- Soft Scoop Ice Cream range
- Breaded Chicken Goujons
- Southern Fried Chicken Goujons
Plus EXCLUSIVE deals at the FoodService Fair!
Please check the Accelerate platform for special pricing and the Marketing Hub for supporting assets.
CHEF Approved Product Launch Plan
September 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.
- 12″ Tortilla Wraps
- Mayonnaise Range
- Frozen Vegetable Range
- Sponge Puddings
- MSC Cod Fish Fingers
- Cream Filled Profiteroles
- Beer Battered Onion Rings
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 Approved Marketing Hub
The Wholesale Groups talented marketing team have created a library of sales and marketing assets to support and help you promote the CHEF Approved brand and product ranges through digital and more traditional marketing channels.
Here we will take you through what is currently available…
Lifestyle Photography
We work with a professional studio and a chef to shoot CHEF Approved products in lifestyle settings, complete with serving suggestions. Images are supplied in high-resolution JPEG format.
Packaging Mock Ups
3D visuals of products with CHEF Approved packaging, showing customers exactly what they’ll receive while boosting brand exposure. Created where possible, alongside lifestyle photography.
A4 Adverts
Custom A4 adverts to promote products or ranges for use in print or digital. Ideal for guides, leaflets, or online promo systems. Specific adverts can be created on request.
Sales Guides
Designed for sales teams to support launches and ranges, including product images, descriptions, pack sizes, and USPs. Supplied in PDF format for print or digital use.
Social Media Graphics
PNG graphics for Facebook, X and LinkedIn. Clear and simple, suited to fast-paced channels. New graphics are added weekly with launches and promotions, and bespoke requests are welcome.
Product Films
A growing library of films, from chef-led explainers to fast-paced edits with stills and voiceover. Available in MP4 format for use on websites or social media.
Brand Guidelines & Logos
Logos for CHEF Approved, CHEF Prestige, and CLEAN Solutions, provided in multiple formats with brand guidelines to ensure correct use.
Supporting Literature
A CHEF Approved brochure outlining the brand ethos and product selection process, plus a full product catalogue detailing every product in the range.
Since launch, we’ve been updating packaging from Fairway Assured and CORE to the new CHEF Approved brand. This is an ongoing process, with products refreshed every month.
Updates are shared via #Signals, email, and Accelerate and the following ranges are now available in CHEF Approved:
Bacon, Baked Beans, Cakes & Desserts, Cutterboxes, Mushy Peas, Napkins, Salmon Portions, Sausages, Sauces (Ketchup, Brown, Apple, Cranberry), Sauce Sachets, Scampi, Tomato Ketchup, Quiches.
Download our Own Brand Packaging Tracker to see what’s live now and what’s 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:
September Edition
Your next edition of #SIGNALS will land in your inbox on Thursday 25th September.
Your September edition will focus on ice cream, oil and mayonnaise ranges 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 will have updates on frozen vegetables, fish fingers, sponge puddings and more!
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.
Contact
Kindly forward comments and suggestions to: richard@thewholesalegroup.co.uk