Harlech Foodservice is promoting a 14% total saving against Booker on 50 benchmarked lines.
The Welsh wholesaler launched a new price comparison tool called Harlech 50 last week, comparing prices of 50 of its top-selling SKUs against branded products sold by Booker.
The savings are as high as a claimed 46% on some lines.
Examples savings include Harlech’s Country Range Penne at £5.49 for 3kg, 27% cheaper than Booker’s Chef’s Larder’s Penne at £7.49 for the same weight.
A box of 24 Coca-Cola 300ml cans is a claimed 12% cheaper from Harlech Foodservice, at £11.99.
The prices are benchmarked against Booker weekly and matched pro rata by unit price or weight, according to Harlech.
Harlech said a customer who bought all 50 benchmarked lines would save 14% compared with Booker’s prices. The foodservice wholesaler said customers could also gain a 10% cash rebate if they ordered through its new app, My Harlech.
The Harlech 50 initiative built on its Trust Our Prices campaign, which launched in 2023 as a way of being more transparent with customers, the business said. It involves a brochure of 446 products that have their prices locked every three months.
“Our Trust Our Prices initiative ensures transparency by showing our customers that they are all getting the same pricing,” Harlech Foodservice head of purchasing Josie Swift told The Grocer.
“But we also wanted to show our customers that we are competitive as well, so we sat down together as a leadership team and started brainstorming what we could do support businesses during these inflationary times and the rise of National Insurance, which is going to hit our sector very hard.
“We decided to go against Booker because we feel it is the market leader in terms of pricing.”
Harlech Foodservice supplies 2,000 independent and public sector hospitality businesses across the UK.
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