#SIGNALS
November 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
November 2025
Welcome to your latest edition of #SIGNALS, your monthly own brand newsletter from The Wholesale Group.
Ensure your staff are signed up so they recieve their copy straight to their inbox! And if they have missed previous editions, they can check out the #SIGNALS Library below.
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 will be reaching out shortly to arrange visits for November and December, so please keep an eye out for his email!
Over the past few weeks, we’ve had the pleasure of visiting Premier Quality Foods (Wakefield), Q Mover (Burton), All Shires (Nottingham), Charles Saunders (Bristol) and T Quality (Swindon). A huge thank you to everyone who welcomed us into your depots and took the time to meet with us.
Frozen French Fries Update
We are still moving our way through some of the remaining Fairway Assured packaging, but the 14mm (9/16) Frozen French Fries will be available in CHEF Approved from November.
The remaining range is available to order in Fairway Assured and once this is depleted, products within the range will move into CHEF Approved brand.
These include:
- 7mm, 9mm, 11mm, Steakhouse French Fries
- 9mm Premium Coated Fries – Skin Off & Skin On
- 18mm Supercrispy Gourmet Chunky Chips
In the meantime, please look out for further updates on the blog, while current pricing is available on Accelerate.
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.
CHEF Approved Soft Scoop Salted Caramel Ice Cream
- Smooth & Creamy
- Grade AA Factory
- Packed: 4ltr
Smooth, creamy, and full of flavour — CHEF Approved Soft Scoop Salted Caramel Ice Cream brings indulgence to your dessert menu at outstanding value. Produced in a BRC Grade AA, nut-free factory, it delivers consistent quality and a rich, sweet-salted caramel taste that stands out on its own or as part of a dessert.
This is part of a wider range of CHEF Approved Soft Scoop Ice Cream, also featuring Chocolate, Strawberry and Vanilla flavours. These cost-effective ice creams have great taste, easy scooping and they are ideal as a dessert on its own, a side to other dishes, or as a base for milkshakes. A practical choice for restaurants, cafés, pubs, schools, hospitals, and care homes.
Available: W/C 10th November
CHEF Prestige Madagascan Vanilla Ice Cream
- Smooth & Creamy
- Grade AA Factory
- Packed: 4ltr
A premium ice cream made with authentic vanilla from Madagascar, known for producing some of the world’s finest vanilla beans. It contains 20% more double cream than standard ice cream and includes visible
vanilla bean flecks for added flavour and visual appeal.
Available: W/C 10th November
CHEF Approved Cream Filled Profiteroles with Chocolate Sauce
- 12 sauce sachets
- Packed: 3 x 667g & 12 x 62.5g (sauce)
- Approximately 43 in a bag, 132 in total
CHEF Approved Profiteroles – Classic French choux pastry filled with smooth, sweet cream and served with rich chocolate sauce sachets, making them ideal for buffets, dessert menus, or catering events. Supplied frozen in 3 x 667g profiterole packs plus 12 x 62.5g sauce sachets.
Available: W/C 27th October
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 Mayonnaise Range
- CHEF Approved 55% Thick & Creamy Mayonnaise
- CHEF Approved 25% Caterers Light Mayonnaise
- Packed: 5lt & 10ltr
Crafted in the UK using British rapeseed oil, our mayonnaise range offers chefs a choice of quality and performance for every menu. From the rich and indulgent CHEF Approved 55% (Rapeseed oil) Thick & Creamy Mayonnaise to the lighter, health-conscious CHEF Approved 25% (Rapeseed Oil) Caterers Light Mayonnaise, each delivers smooth texture, balanced flavour, and dependable consistency in busy kitchens.
Available: NOW!
CHEF Prestige Premium Mayonnaise with Free Range Eggs
- 70% Rapeseed Oil
- Uses Free Range Eggs
- Packed: 5ltr
An exceptional mayonnaise crafted in the UK for professional kitchens that demand more. Made with 70% British rapeseed oil and free-range eggs, this rich, velvety blend offers a refined balance of flavour and texture that sets it apart from everyday mayonnaise.
Smooth, luxurious, and versatile, it brings a premium touch to sandwiches, wraps, and jacket potato fillings, and adds finesse as a table-top accompaniment for burgers and chips. Its clean flavour profile also makes it the perfect base for creating bespoke variations — from sriracha to Dijon, tikka, or Korean BBQ.
Available: NOW!
Mayonnaise Sales Guide
See the CHEF Approved Mayonnaise range in this sales guide including Thick & Creamy, Caterers Light and Premium with Free Range Eggs.
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.
Next month, we will complete a full sauce range guide including Tomato Ketchup, Brown Sauce, Hamburger Relish and lots more.
CHEF Approved Instant Gravy Granules & CHEF Approved Gravy Powder
- Gluten-Free
- Packed: 1 x 2kg
Our Gluten-Free Instant Gravy Granules and Gluten-Free Gravy Powder are available in 2kg containers and have the quality to match the leading
brands while giving a competitive edge on cost.
Benefits include long storage life, resealable containers and
superb portion control! Using traditional full flavours and produced using Swiss methods this range could not be more simple – just add hot water to the granules or use the powder to flavour or thicken up stocks!
Available: NOW!
December Edition & Upcoming Launches
Your next edition of #SIGNALS will land in your inbox on Tuesday 25th November and this will feature upcoming launches:
- Battered Cod Range
- Bread & Roll Range
- Cooking Oils
- Doughballs
- Sauce Range
- NEW – Cinnamon Swirl Cake
- NEW – Cordials
- NEW – Garlic Bread Slices
- NEW – 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