Shoppers are flocking to online clearance retailer Approved Food to seek cheaper alternatives during the cost of living crisis.
The direct-to-consumer business, which specialises in surplus and short-dated food and drink, said it was accumulating hundreds of new customers a week as “the search for savings intensifies”.
MD Andy Needham told The Grocer sales had grown by 23% over the past three months year on year, which usually represented a flatter period for sales due to the school holidays, he said.
Needham added that while average basket size was down slightly, the volume of orders was up, suggesting customers had less disposable income.
“We buy what we can and try to offer the value for money proposition the best we can,” he said. “At the moment, we have very good availability for top-end chocolate brands and see most baskets containing them alongside everyday cupboard staples.
“Best before dates may be short but they are excellent value for money, and everyone deserves a treat in tougher times.”
He explained that Approved Food, which currently carries over 7,000 SKUs, had this month taken on six new recruits for picking and replenishment to keep up with demand and boost operation efficiency.
“We want to ensure we can keep delivery times down to circa 48/72 hours depending on the customer’s location,” he said.
Needham explained the wholesale side of the business, Morris & Son, was also shifting “huge volumes” of discounted goods.
“On the wholesale side, we deal with the independent value retailers who will buy products from us to supplement their more regular offerings that they get from other areas of the wholesale supply chain.
“We are historically very strong on soft drinks and general grocery products and these areas continue to be in demand.”
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