#SIGNALS
December 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
December 2025
Welcome to your latest edition of #SIGNALS, your monthly own brand newsletter from The Wholesale Group.
Please encourage your team to sign up so they get their own copy delivered straight to their inbox. And if anyone has missed earlier issues, you can catch up anytime in the #Signals library.
Continental Bread Range Launch
We’re pleased to share that our new Continental Bread Range is now available to order in CHEF Approved.
The range includes everything from brioche and thaw-and-serve ciabattas to part-baked paninis and garlic bread slices — all baked for reliable consistency and great flavour.
Available NOW!
– Garlic Bread Slices
– Part Baked Malted Wheat Demi Baguette
– Part Baked White Demi Baguette
– Part Baked White Pannini
– Part Baked White Petit Pain
– Sliced 5″ Fruited Teacakes
– Sliced Grill Marked Panini
– Thaw & Serve Ciabatta
– Thaw & Serve White Demi Baguette
– Vegan Brioche Bun (Sliced, Grill-marked)
Coming SOON!
– 12″ Tortilla Wraps
– A4 Sliced Plain Burger Bun
– A5 Sliced Floured Baps
– A5 Sliced Seeded Buns
– Doughballs 180g, 270g, 340g
CHEF Approved Garlic Bread Slices
- Perfectly Portioned
- Bakes in minutes
- Packed: 15 x 30
Golden, buttery, and irresistibly aromatic — CHEF Approved Garlic Bread Slices bring classic comfort to every menu. Each slice is perfectly portioned, topped with a rich garlic glaze and flecks of green parsley, and bakes to a crisp, golden finish in just minutes.
Designed for busy professional kitchens, these part-baked slices deliver consistent quality, flavour, and presentation every time. Ideal as a starter, side, or accompaniment to pasta, soups, and grilled mains. Freezer-friendly and suitable for vegetarians, they’re a versatile menu essential that saves time without compromising on taste.
Available: NOW
Bread & Rolls Sales Guide
This sales guide gives you everything you need to know about the CHEF Approved Bread & Rolls range including burger buns, baguettes, paninis and more.
Inside, you’ll find product descriptions, pack sizes, key selling points and serving suggestions, all supported by high-quality lifestyle photography.
CHEF Approved 5L Cordials
- No Added Sugar
- Whole Orange & Blackcurrant Flavours
- Packed: 5L
Delivering refreshment to every setting with CHEF Approved No Added Sugar Cordials — available in Whole Orange and Blackcurrant. Made for caterers who value flavour, consistency, and cost control, these 5L bottles deliver up to 100x250ml servings each, making them ideal for schools, care homes, cafés, and high-volume venues.
With no added sugar and a clean, fruity taste, they’re a smart choice for all ages. Simply dilute, serve, and enjoy a reliable drink option that combines great value with the trusted quality of CHEF Approved. Available: NOW
CHEF Approved Cinnamon Swirl Cake
- Pre-portioned
- Thaw & Serve
- Packed: 1 x 16pp
Bring the taste of warm cinnamon to your desserts menu with the CHEF Approved Cinnamon Swirl Cake. This showstopping cake combines two layers of soft cinnamon sponge with authentic French buns, perfectly balanced with a smooth cinnamon buttercream and finished with a glossy bun glaze.
Pre-portioned into 16 slices, it’s ready to serve straight from defrost, saving time while ensuring consistent presentation. Ideal for cafés, coffee shops, and hospitality menus it’s the perfect way to tempt customers looking for a premium treat to enjoy with their coffee.
Available: NOW
Frozen Cakes & Desserts Sales Guide
This sales guide showcases the full CHEF Approved Frozen Cakes & Desserts range, featuring everything from cakes and traybakes to ice cream, profiteroles and more.
Inside, you’ll find clear product details, pack sizes, standout features and serving suggestions, all presented alongside high-quality lifestyle photography.
Own Brand Frozen Chips Update
We are still making our way through the remaining Fairway Assured packaging, but the following product is now available in CHEF Approved.
– 14mm (9/16) Frozen French Fries
The following will be available in CHEF Approved on 15th December.
– 9mm (3/8) Premium Crispy Coated Fries Skin On
The remaining range is available to order in Fairway Assured and we hope the range will be available in CHEF Approved early 2026.
These include:
– 7mm, 9mm, 11mm, Steakhouse
– 9mm Premium Crispy Coated Fries – Skin Off
– 18mm Supercrispy Gourmet Chunky Chips
CHEF Approved Booklet
We are delighted to announce the launch of your CHEF Approved booklet that was hot off the press at the FoodService Fair.
Members were given a number of copies and the remaining ones will be handed out during the CHEF Approved member visits which continue to take place throughout the remainder of this year.
The digital version of the booklet sits on the marketing hub and you can use the link below to download and share with your customers.
ID Buzz Stops - Member Visits
We’ve been visiting members present your own brand, CHEF Approved, highlight the support available and showcasing products from the range to sales teams. If we haven’t visited you yet, we’d love to come and meet you soon. Richard has already arranged visits for the new year so please keep an eye out for his email!
Over the past few weeks, we’ve had the pleasure of visiting Dennis Edwards (Portsmouth), Lion Catering (Bournemouth) and a press day in Cheltenham. A huge thank you to everyone who welcomed us into your depots and took the time to meet with us.
January Edition & Upcoming Launches
Your next edition of #SIGNALS will land in your inbox on Thursday 18th December and this will feature upcoming launches:
Battered Cod Range
Baps & Buns Range
Cooking Oils
Doughballs
Solid Pack Apples
In the meantime, download the own brand packaging tracker to keep up to date with all products available in CHEF Approved and products that are currently available in Fairway and CORE. This is available on Acclerate, in the Blog section.
The Wholesale Group Team
At 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 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