**London**: Unitas Wholesale has announced a 17% revenue increase in 2024 and a £2 million bonus fund for members. High-profile partnerships with PepsiCo and Suntory contributed to success, while digital transformation continues to enhance supply chain effectiveness, indicating ongoing growth potential amidst rising costs.
Unitas Wholesale has reported a significant 17% increase in revenue for its members during the year 2024, reflecting a remarkable 35% growth since the company was established in 2018. Managing director John Kinney made the announcement, highlighting the organisation’s ongoing commitment to enhancing supplier relationships amid the challenges posed by rising costs in the market.
During his address, Kinney unveiled a new £2 million bonus fund aimed at rewarding members for their engagement and compliance with group-wide promotions, materials, and events. This initiative is designed to add further value to the investments made by suppliers. Specific details of this programme are set to be disclosed at the Connect25 trade show scheduled for March.
Among the notable partnerships contributing to this growth, PepsiCo Walkers’ Flamin’ Hot activation generated £300,000 in sales at the Unitas trade show, while Suntory’s Blucozade exceeded expectations, resulting in sales that reached £1.7 million and a sell-out within the first six weeks of launch. Such successful collaborations underscore the effectiveness of well-managed supplier relationships in driving digital success within the supply chain.
Trading director Cheryl Hope commended Swizzels for its impressive digital execution across various depots and members’ digital platforms. The summer BBQ activations by Premier Foods were particularly noteworthy, achieving a remarkable 92% value growth and 106% in volume growth.
Recent data from TWC indicates that Unitas has outperformed the convenience market in several categories, including Biscuits with a staggering 82% increase, Confectionery at 9.1%, Crisps, Snacks, and Nuts at 2.2%, and Soft Drinks at 6.8%. The vape and reduced-risk products segment has grown by an impressive 32.5%, while ready-to-drink (RTD) beverages increased by 9.2%.
John Kinney emphasised the potential for continued growth and profitability, stating, “While there is no doubt 2025 is going to be a tough year with rising costs, these examples prove how this channel remains an efficient and excellent route-to-market for our suppliers’ products, and those suppliers who work with us to drive awareness and distribution really do reap the rewards.”
Interim chairman Dr Jason Wouhra OBE reinforced the significance of Unitas’s scale and customer base, stating, “Our size and scale means that from corner shops to hospitality, our wholesaling members are at the forefront of the food and drink industry – and the UK economy as a whole.”
Reflecting on the positive outcomes of their relationship with Unitas, Ben Cooper from Swizzels observed, “If you look at some of the results we’ve seen from 2024, you can see the suppliers that have interacted with Unitas have really delivered numbers, not only above their contemporaries but against the channel and the market average. Unitas is one of our fastest growing national accounts. It gives us access to the four corners of the UK and beyond. It brings a large number of diverse businesses together, which allow us to trade with discounters and foodservice, as well as our all-important retailers.”
As digital transformation continues to reshape supply chains globally, the importance of supplier relationships within this context is becoming increasingly clear, driving not only revenue growth but also positioning key players for future market challenges and opportunities.
Source: Noah Wire Services
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