ByRuby, the fast growing challenger ready-meals brand is joining forces with the award winning and Atlantra recognised Fieldfare with an exclusive sales and distribution partnership into the independent sector.

ByRuby, which is proving a winner in farm shops and independents with a contemporary brand image and best in class food quality, has shown how it can bring in incremental shoppers to the category. The brand, owned by leading chilled food manufacturer Charlie Bigham’s, is enjoying increased distribution and popularity.

The brand will now be exclusively distributed in farm shops and independents by Fieldfare, in addition to their own brand of premium, loose individually portioned frozen food. “We are delighted” comments Matt Whelan, Managing Director of Fieldfare. “The offer is complementary to Fieldfare’s range of delicious, loose frozen foods and we believe the partnership will greatly benefit both our stockists and our brands. We are passionate about quality and taste and therefore this partnership with By Ruby is an excellent fit for us. Fieldfare really believes in the benefits that premium frozen foods have to offer shoppers and retailers and this collaboration will help to really drive the premium frozen offer to stockists.”

Co-founder of ByRuby Milly comments, ‘farm shops and independents at the heart of what we do at ByRuby. Our collaboration with Fieldfare will expand our reach and together we can bring a fresh, modern and incremental sales opportunity to this sector – a match made in freezer heaven!’.

The full By Ruby range will be available to order through Fieldfare and interested stockists can ask their Fieldfare sales manager for further information or contact the Fieldfare support team on enquiries@field-fare.com.

Visit www.field-fare.com for more information on Fieldfare and find out more about By Ruby at: byruby.co.uk.