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Weetabix hands new van to Today’s Retailer Following Competition

Weetabix is delighted to announce Sukminder (Sue) Sangera, owner of Knowl Hill Stores and customer at Today’s Group member, Dhamecha Foods in Hayes, as one of three winners of its ‘Win a Van’ competition.

The competition* ran for six weeks at the start of the year exclusively in Today’s Group, Landmark and Bestway wholesale depots, with each winner receiving a Ford Transit Courier van**.

Weetabix - Van Giveaways in Hayes and Oldbury on the 26th AprilWeetabix - Van Giveaways in Hayes and Oldbury on the 26th April

Darryl Burgess, Head of Sales for Weetabix, said: “We’re committed to supporting the independent trade. This promotion really helped us to give back to wholesalers and retailers, while keeping Weetabix front of mind for our customers. We chose this promotion because a van is a bit more personal, and we knew from our research it was a prize retailers wanted to win. It’s really helped us to drive noise with the buying groups, their members and the end customer. The campaign has also helped to sell more of the Weetabix Food Company range so our wholesale partners have seen strong sales across our products as a result.

Sukminder Sangera owner of Knowl Hill Stores and customer at Today’s Group member Dhamecha Foods in Hayes, said: “It’s going to be a great help for my store and I’ll be able to fit a lot more stock from the wholesalers in the van rather than in my car! My store is a key hub for the local community and Weetabix is always a popular staple of my breakfast shelves.”

Anita Oakhill, Marketing Controller at Today’s Group said: “In depot competitions are a great way of increasing engagement between suppliers, wholesalers and retailers. At Today’s Group we encourage associations between big brands and independent retailers, which serves to educate retailers about different brands and the best way to incorporate them in to their store offering to benefit sales and profit.  Sue is a worthy winner and we wish her all the best with her store.”

Tim Chapman, National Account Manager, Weetabix, said: “We’re delighted at the success of the Win a Van promotion, which benefits all parties involved; the Today’s Group, its members and in particular Dhamecha Foods, our lucky retailer Sue and Weetabix, as well as the consumers and shoppers who will see the Weetabix products in-store. As the UK’s number one cereal brand, it’s important that we are visible to retailers and wholesalers, so promotions help us to maintain brand recognition within the breakfast category.”

Vinod Ramgi, General Manager, Dhamecha Foods said: “It’s great to see one of our retailers win and we know the van will make a big difference to Sue’s business. There is always room for more promotions from suppliers, to help educate both retailers and wholesalers on their product ranges and increase visibility in-store.”

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