#SIGNALS
October 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
October 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 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
The CHEF Approved ID Buzz – our new electric vehicle for member visits, events, and trade shows will be on the road in October. Richard and Cezary have the following member visits in the calendar, with a number of introductory online meetings scheduled too.
- September 30th – Premier Quality Foods
- October 2nd – Q Mover
- October 8th – Charles Saunders
- October 27th – Dennis Edwards
- October 28th – Lion Catering
CHEF Approved Frozen Vegetables
- Broccoli Florets
- Cauliflower Florets
- Garden Peas
- Peas Luxury
- Campden A & B Specifications
- Packed: 4 x 2.5kg
CHEF Approved frozen vegetables are produced by a BRC approved, specialist vegetable manufacturer in a state-of- the-art factory in Belgium. Harvested and frozen within 4 hours these Campden graded vegetables have their freshness and nutrition locked in to ensure their year-round quality and consistency.
Conveniently packed in 2.5kg bags, these versatile products are suitable for steaming, stir-frying and microwave cooking minimising waste offering better value over fresh.
CHEF Approved Beer Battered Onion Rings
- Beer battered
- Pre-fried
- Triple cook
- Vegan
- Packed: 4 x 2.5kg
Introducing the CHEF Approved Beer Battered Onion Rings, an ideal choice for chefs prioritising quality and simplicity. These superior, vegan-friendly onion rings guarantee a crispy texture and deep flavour, enhancing any menu with minimal preparation time.
Pair them with classic dips and inventive sauces, incorporate them into trending share boxes, or add a unique twist to traditional dishes like lasagne. These onion rings open up a world of possibilities, allowing you to refresh classic menus and experiment with new flavours.
MSC Minced Cod Fish Fingers
- MSC Certified
- Wheat flavoured crumb
- Dual Cook
- Packed: 1 x 3kg (approx. 120 pieces)
CHEF Approved MSC Minced Cod Fish Fingers boast a quality blend of minced cod caught in the North Atlantic and feature an appetising wheat flour crumb, combining paprika and salt to give them a hint of flavour. The fish fingers are dual-cook, so suitable for both oven cooking and deep frying, making it both a convenient and versatile product for caterers.
These fish fingers are certified by the Marine Stewardship Council (MSC) the industry’s prestigious ecolabel for global sustainable fishing practises.
Fish & Seafood Sales Guide
Here is a useful Sales Guide to support the Chef Approved launch of the Fish & Seafood 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 Sponge Puddings Range
- 1 x 12pp (130g)
- 5 traditional flavours
- 90 seconds in a 800w microwave
- Manufactured in the UK
The range includes five traditional puddings: Chocolate Sponge with a smooth dark chocolate sauce, Sticky Toffee and Butterscotch Sponge with a rich toffee butterscotch sauce, Spotted Dick, lightly spiced and packed with juicy raisins, Syrup Sponge topped with a sticky golden syrup sauce, and Strawberry Jam Sponge – perfect served with custard.
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 Promotions - October
Throughout the month of October, the following own brand products are on promotion.
- Cookie Dough Cake
- Lemon & Raspberry Frangipane
- Persian Style Lemon Cake
- Salated Caramel & Chocolate Brownie
- Mixed Traybake
- Breaded Chicken Goujons
- Southern Fried Chicken Goujons
Please check the Accelerate platform for special pricing and the Marketing Hub for supporting assets. If you do not have access, then please speak to your Purchasing Manager for more information.
CHEF Approved Product Launch Plan
October will be our busiest month yet as we have a number of products moving into the CHEF Approved brand.
- Chips and French Fries
- Continental Bread
- Burger Buns
- Mayonnaise Range
- Gravies
- Ice Cream
- Cream Filled Profiteroles
- Cordials
- Oils
All CHEF Approved products are detailed in our packaging tracker below.
FoodService Fair
The Wholesale Group’s annual Foodservice Fair was held on Thursday 11th September at Stratford-upon-Avon Racecourse.
Over 100 attending suppliers were supported by over 70 member companies, who tried new products, placed orders for exclusive event promotions and discussed ongoing business opportunities.
It was a fantastic opportunity for the CHEF Approved team to meet so many foodservice members to showcase a range of products, with live cooking and serving suggestions from our freelance Chef Kirsty Brown.
Future TWG Event Dates for your Diary – 2026
Monday 26th & Tuesday 27th January – Development and Innovation Day, Eastwood Hall, Nottingham
Thursday 19th March – Trade Show and Awards Dinner, Cheltenham Racecourse
Thursday 10th September – Foodservice Fair, Stratford Upon Avon
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:
November Edition
Your next edition of #SIGNALS will land in your inbox on Thursday 23rd October.
Your next edition will focus on chips, 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