The firm said the new venture marked the evolution of the existing Ginsters van operation into a service offering retailers a complete food-to-go solution.
A spokesman for Samworth Brothers said storage and distribution would be handled in-house, drawing on a fleet of 150 vehicles. No new jobs were involved at this stage, although the spokesman added: “The business model will look to match what is required.”
The venture would feature an extended range of brands and products to cater for on-the-go consumers, Samworth Brothers said. Its brands include Honest Crust, Ginsters and Soreen.
Fresh Food For Now Company will deliver products to retailers across the UK, operating from 16 nationwide sales offices and providing customers with extensive category management expertise and flexible ordering systems.
To further support retailers, the business would also be launching a new website, offering essential advice and support, including market and consumer insight, said Samworth Brothers. It added that customers would soon be able to place orders directly online.
“Our new offering is designed to make a difference at the fixture every day,” said Anthony Johnson, managing director of Fresh Food For Now Company. “We pay special attention to evolving trends, ensuring we are able to supply a range of products that our retailers can sell and that consumers will love.
“We’re looking forward to providing personal and expert help for every customer – large or small. Our new flexible ordering system and in-store merchandising service will cater to the needs of all retailers, and ensure we are getting the right products in the right stores.”
The UK food-to-go sector is expected to be worth £22.8bn by 2023 [Source: Him! CTP 2018/Samworth FTG Research 2017].