Bestway has completed a two-year review of all the Best-In lines from bakery to frozen foods, and soft drink to sauces. The review included a new approach to using tasting panels and the increased use of customer research, both with the independent trade and the end consumer.

Changes have been made to upgrade quality thresholds and increase emphasis on the use of the Best-In branded quality mark on the new packaging.

Younus Sheikh, managing director of Bestway Cash & Carry, said: "I am confident that our improved range will stand up to the closest scrutiny in terms of quality and choice."

The campaign will be supported with through the line activity, including mail outs to customers, cash and carry POS and trade and national press advertising. There will also be retail POS kits of handout leaflets, window bills and shelf talkers for independents.

Bestway's controller responsible for the Best-In brand, Nick Brown, said: "The whole own label world has moved on so much in the past few years and the work we have down on Best-In has been an exciting development for us right across the board."

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