Chill Brands Group on Wednesday revealed that more than 2,000 retailer accounts have now been onboarded onto its newly launched Chill Connect wholesale platform, as the business accelerates its shift towards becoming a distribution-focused supplier to the UK convenience sector.
In a trading update released ahead of its AGM, the company said the Chill Connect platform enables independent retailers to order vaping products, tobacco alternatives, nicotine pouches, beverages, confectionery and other FMCG lines directly through a dedicated wholesale channel.
The company described the launch as the result of a significant operational transition away from its previous brand-led consumer goods model towards a “distribution-first platform” serving convenience retailers nationwide.
Chill Brands said retailer feedback had highlighted strong demand for broader product ranges from a single supplier, with the business now targeting further category expansion across beverages, confectionery and sundries. The company added that it is in discussions with additional consumer goods brands seeking distribution into the independent retail channel.
The wholesale platform is also expected to reduce reliance on field sales representatives by allowing retailers to place orders digitally at any time, while improving operational scalability and reducing cash handling requirements.
Chill Connect has continued to strengthen its supplier partnerships over the past year. In September 2025, the company announced it had been appointed primary UK distribution partner for RELX, supporting the rollout of RELX pod systems across its retail network.
Later that month, Chill Connect also secured a deal to become master distributor for ELF Nicotine Pouches in the UK, alongside distribution agreements covering ELFBAR and Lost Mary products.
Alongside the commercial update, the board confirmed it is engaged in early-stage discussions regarding potential partnerships, investments and transactions aimed at expanding the company’s digital platform portfolio and broader activities.