An independent retailer has launched his own freeze-dried sweets brand, marking the start of a major wholesale ven­ture for the store owner.

Amrit Singh Pahal, of H & Jodie’s Nisa in Walsall, launched Freezy last month. The lines are available at hjodieswholesale.com. According to Singh Pahal, there’s already a queue of 800 retailers waiting to place orders. Freezy freeze-dried sweets are already being distributed to several established store owners, such as Uxbridge-based Londis retailer Atul Sod­ha, Batley-based Premier store owner Serge Notay and Yorkshire-based inde­pendent Bobby Singh.

According to Singh Pahal, the brand differs from others on the mar­ket due to its authenticity and trustworthiness, having had labelling and ingredients properly tested and approved by relevant authorities.

The products are pro­duced off-site away from Singh Pahal’s Nisa. There are four flavours available, which include sour, original, rainbow and a halal mix. Whole­sale pricing is £3 with an RRP of £5.99 or two-for-£10. Profit generated is 40% per 120g bag, which Singh Pahal claimed is the biggest weight per single serving on the market.

Nationwide delivery

Products can be deliv­ered nationwide with no minimum requirements, although orders of more than £500 qualify for free delivery.

Customers will also be provided with merchan­dising and social media support. Commenting on the range, Singh Pahal told Better Retailing: “I’ve had a part­nership with the local council. The ingredients have been tested and labelling has been checked. I’ve been developing this for four months and I’ve gone through so many checks to ensure I can supply a trustworthy, legal and reliable product.

“There’s a real compli­ance piece that retailers should look out for, as a lot of other freeze-dried sweets out there haven’t been tested.”

Read the full story in the 2 August edition of RN.

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