Monday 14th October 2019

best-one partners with winner of BBC One's ‘The Apprentice’ to provide ‘Ridiculously Rich’ cakes for consumers

best-one partners with winner of BBC One's ‘The Apprentice’ to provide ‘Ridiculously Rich’ cakes for consumers

best-one, the Symbol Group of Bestway Wholesale, has partnered with Alana Spencer who won The Apprentice in 2016, with her ‘Ridiculously Rich by Alana’ business, which produces a range of indulgent tray bakes cut into individual slices.

The partnership gives retailers the opportunity to stock seven tray bake variants including Crème Brûlée Brownie, Belgian Chocolate Rocky Road and Peanut Butter Fudge Cake, complete with a self-serve unit which has been proven to generate sales of an average 1,000 units per store, per month, in independent convenience stores.

The range also includes two individually wrapped grab-and-go bars for retailers who don’t have room for a self-serve unit, including a Millionaires Brownie and a Peanut Butter Fudge Slice.

Paul Adams, Head of Sales and Development for best-one says: “These products provide a great food-to-go option for consumers looking for an indulgent treat. The full PDU makes the treats look even more tempting in store too, with excellent branding and an open self-serve area. Retailers can also use the unit to fulfil gifting purchases, as the branded boxes which come with the self-serve unit, are perfect for consumers to fill with slices to give as a gift.”

The Partnership is available to retailers through the best-one Drop Shipment Product Guide which launched last month to help retailers take deliveries direct from suppliers under special deals arranged by Bestway. The self-serve units are available to best-one retailers on a free lease and the average POR on the products is 43-60. The cakes for the self-serve unit have a 20-day shelf-life when kept in the packaging and 2 days once opened and placed within the unit. The grab and go bars have an incredible 50 days self-life.

All the products are made in Wales using free range welsh eggs from a local farm. Alana is also setting up her own bakery in Aberystwyth.

Alana adds: “My indulgent tray bakes and grab and go bars are as they say, “ridiculously Rich”. There has been a real uplift in indulgent artisanal snacking in recent years, mainly in the free from or healthy market. The cakes category needed a shake up and we believe we are making cakes on-the-go not only a bit cooler but also a lot more delicious. 

“Starting out as an independent business cooking in my kitchen in Wales, I have a real passion for supporting like-minded entrepreneurial businesses and that’s why I’m really excited to make these cakes available to independent retailers through best-one, so that local retailers can delight their own customers with these tasty food-to-go treats.”

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