FWD partner: “This channel brings brands to life”

Nestlé Food & Beverages’ Ollie Richardson explains why wholesale has to be a priority for brands to reach shoppers

“When it comes to market reach, there’s no doubt that the wholesale channel is incredibly powerful, enabling brands to access a much wider audience than they ever could alone,” says Ollie Richardson, Wholesale and Convenience Controller, Nestlé Food & Beverages.

“We all know that consumer demand is continually evolving, and it is critical that brands can move at speed to reflect these changing dynamics and preferences,” he adds. “To me, this is where the wholesale channel truly excels. It has an unrivalled ability to pivot in the blink of an eye to make the most of the latest trends and opportunities, which is hugely beneficial for everyone – for brands, for the wholesaler and for retailers who can then stock the products most likely to be in demand by their customers.”

While Nescafé has long been a UK household staple with a core range of bestselling products, the brand is more than aware of the huge opportunity offered by demand for coffee premiumisation. As a result, the brand is expanding its portfolio, which provides wholesalers and retailers alike with significant incremental sales opportunities. The latest launch from Nescafé is a great example of this. The ready-to-drink Nescafé Iced Latte range not only provides consumers with the opportunity to enjoy an their own homes but it also ticks the boxes for a convenient and affordable indulgence that consumers can enjoy every day.

POWER OF PMPS

The launch follows Nestlé’s decision to make its Nescafé Dolce Gusto coffee machine capsules available in pricemarked packs, in addition to extending its frothy coffee pricemarked pack range.

“All of these, alongside Nescafé Iced Latte, will actively support consumers as they look to replicate their out-of-home experience at home” says Richardson.

Launching NPD into wholesale is far from the challenge it once was. “How wholesale brings brands to life is just incredible,” he says. “Activations in depot and online can be transformational for brands, and there are so many wholesalers embracing this with creativity and passion which, in turn, is driving sales.

“Not only that, but wholesale is a channel that truly understands the importance of long-standing relationships. Wholesalers know their customers so well, they are the genuine experts in their local area, and this expertise is invaluable. Also, many of us have progressed through our careers alongside each other, as suppliers and wholesalers, and this long-standing connection is hugely beneficial when it comes to working together to drive sales growth and opportunities.”

CONNECTION

It’s no surprise then that Nestlé made the decision to sponsor FWDLive! for 2025. “Industry events such as FWD’s conference are essential,” admits Richardson. “Connecting with the wider industry, peers, wholesalers and sector experts is how we all move forward and open doors for the future. We can’t wait to showcase our NPD there, so come and find us for samples and goodies!”

COME AND TRY FOR YOURSELF

Enjoy refreshing and delicious iced coffee moments with Nescafé Iced Latte
Whether it’s the perfect break or catching up with friends, enjoy the sweet taste and creamy texture of Nescafé Iced Latte in the comfort of your own home.

Specially designed to be enjoyed cold, this Nescafé Iced Latte is made using 100% responsibly sourced coffee, supporting coffee farmers to improve their lands and livelihoods. You can learn more about our responsible sourcing initiatives at nescafe.com/responsible-sourcing.

Please come and speak to us at FWDLive! on 12 June, or speak to your national account manager for more information.

®Reg. Trademark of Société des Produits Nestlé S.A.