Brakes launches Essentials range

As part of its ongoing commitment to help its customers secure the best value, and make shopping its range easier and quicker, Brakes has announced the launch of ‘Brakes Essentials’, which offers the lowest prices, guaranteed, on a wide range of everyday Brakes’ products, along with the unrivalled food safety standards and reliability that the company is famous for.

Brakes parent company, Sysco, has successfully established product and brand tiering across its global portfolio of foodservice businesses as a way of helping its customers to shop. ‘Brakes Essentials’ marks the first step in an exciting Europe-wide implementation of this strategy and draws on all the technical, CSR and chef led benefits of Brakes highly successful own label brand, but with tiering that makes it easier for customers to find the products they want, at the price they prefer.

‘Brakes Essentials’ includes meat, poultry, fish, bakery and store cupboard essentials, all benchmarked for quality and taste, so that customers can be sure they are as good as, if not better than, comparable economy products. The products feature new packaging specifically designed to make storage and preparation as easy as possible. They carry larger, more prominent product information, including code, pack size and temperature, new illustrations to help identify the product quickly and easily, and a standardised layout for key information such as ingredients, allergens, and cooking instructions, so customers will always know where to look for this information.

‘As well as making our range easier to shop, ‘Brakes Essentials’ will support our customers’ business needs by fulfilling their demand for value for money on everyday essentials’ says Brakes Customer Marketing Director, Leon French.

‘Brakes Essentials’ portfolio is among a wider 10,000 strong product range. Core and essential items are regularly price-tracked to ensure competitive pricing, with customers also able to benefit from trade discounts that increase with their spend across the entire range, prices that only move twice a year in line with the seasons*, monthly Promotions and seasonal incentives.

All Brakes own-label products are developed for chefs, by chefs, to ensure that they stand up to the high demands of busy, professional kitchens, and every product in the range meets or exceeds Brakes’ high technical and CSR standards. This means no genetically modified ingredients, no hydrogenated fats or added trans fats, no aspartame or other artificial flavour enhancers such as monosodium glutamate (MSG), and that all our boxes are typically made from 65% recycled material.

*Excluding branded, fresh produce, meat and dairy, which are subject to market fluctuation.