Caterforce re-launches ambitious national Chefs’ Selections range

Leading foodservice buying group Caterforce has re-launched its new look own-brand range Chefs’ Selections to foodservice customers following an extensive expansion of the product range and brand redevelopment.

Consisting of over 350 products across grocery, frozen, chilled and non-food categories, the range generates over £35m in turnover and is available to customers across the UK and Ireland via Caterforce’s network of eight delivered wholesale members.

One of the areas Caterforce takes real pride in, is the consistent quality the Chefs’ Selections range offers to customers in foodservice. With a leading quality assurance process, Caterforce aims to ensure the end user receives the best quality product every time

Nick Redford, managing director of Caterforce said: “A great deal of work has been put into further developing the Chefs’ Selections brand and we’ve drawn very much on the passion for food within the business and for offering the best products and service to our members’ customers.”

The relaunch gives members’ customers a range of new product offerings following a significant NPD drive led by Caterforce’s development team. This approach means Caterforce can offer innovation throughout the Chefs’ Selections range to enable end users to tap into the latest consumer trends and maximise opportunity.

Nick added: “Our NPD team has dedicated time to identifiying trends and interpreting them for our customers. We want to make sure there is great variety in the range and that we’re offering caterers a good choice of innovative products to add to their menus.”

The knowledge and experience within the Caterforce team means that Chefs’ Selections truly demonstrates a passion for food and delivering guaranteed quality to the end user.

Some of the newest Chefs’ Selections products include – a violet and blackberry cake, drinking chocolate and 100% extra virgin olive oil, as well as tapping into the casual dining trend with products like chunky chips and rustic Barra Gallega bake-off rolls.

In addition, the brand has been given a new look to embody the values of the new Chefs’ Selections brand which is being rolled out across packaging, member publications, advertising and at events: “We believe in the quality of our products and we’re confident that the passion and knowledge that exists within Caterforce will enable us to meet our ambitions as market leader in foodservice. The new look of the Chefs’ Selections brand truly reflects that confidence, knowledge and passion.” said Nick.

For more information on the Chefs’ Selections range or to find your closest Caterforce member please contact the team on 01625 440 188 or visit caterforce.co.uk.