Parfetts has further expanded its own brand range with the launch of Go Local Granulated Sugar in a price-marked pack, as the employee-owned wholesaler continues to build scale in core grocery essentials.
The sugar, described by Parfetts as ‘bigger pack, better value’, replaces the Local Living 500g line and is available in a larger 1kg pack with a £1.09 price mark.
Exclusive to Parfetts, it is positioned as a must-stock everyday line and benchmarked to ensure it remains competitive within a high-commodity category.
The launch further strengthens the Go Local Own Brand range, which is designed specifically for convenience retail and built around the principle of being big on quality and bigger on margins. The range now spans more than 250 lines across impulse, licensed and grocery categories.
Parfetts has already signalled plans for a significant expansion in 2026, as it looks to give independent retailers greater control over margins in essential lines.
Mike Kerrigan, Own Brand manager at Parfetts, said: "Own Brand is central to our strategy to help retailers compete in everyday categories. Sugar is a high-volume cupboard essential and a proven driver of footfall.
"By introducing a clear, competitive price-marked pack in a one-kilogram format, we are giving retailers a trusted option that delivers value for shoppers while protecting margin in store."
A major launch programme is underway with coordinated depot activity and retail club promotions designed to drive visibility, uptake and sales.