Food and drink wholesale company Lioncroft Wholesale is actively looking at expansion at multiple levels, its CEO Dr Jason Wouhra OBE has said, revealing his plans to make huge strides on both wholesale as well as retail.
Wholesaling has been in Jason’s blood. Coming from famous Wouhra family who established East End Foods (founded in 1972 by five Wouhra brothers, including Jason’s father Jasbir Wouhra), he had spent a lot of weekends and practically every summer of his growing up years simply playing and messing around in the warehouse.
Subsequently, he got into working, like stacking shelves, helping with banking or in admin duties and that’s how the business (the way he likes to describe as) got into his “bloodstream”.
Speaking to Asian Trader, Jason stated that he is absolutely in love with his business and all the challenges that come along with it.
The East End Foods business was sold in its entirety in 2019 to Exponent Private Equity. In June 2020, Jason and his immediate family, wife Daali, his parents (Jasbir and Pam) and younger brother Indi, bought back the wholesale arm of the business under the name Lioncroft Wholesale Limited.
Now under a new banner and a newer branding, Lioncroft is seemingly ready to roar with massive expansion plans, including the revival of symbol group Lifestyle Express.
"Lifestyle Express actually came to us directly. We now have the rights to Lifestyle express in England and Wales. We are actually looking to redevelop that concept by making it more modern and sleeker to make it more relevant to the consumer.
"Over the years, the symbol group has lost a bit of its presence. We are trying to bring it back. We are getting a lot of signings for lifestyle Express. But more importantly, in addition to lifestyle Express, we're looking at increasing our retail footprint anyway," he told Asian Trader.
Based in Birmingham, Lioncroft Wholesale is today one of Midlands' biggest wholesalers, offering food and drink products at competitive prices. It is also one of Unitas' (a £6.5bn buying consortium) biggest members.
Lioncroft Wholesale also has its own USP of stocking a wide range of interesting ethnic food.
"We are very heavy on ethnic food so we have probably more than 2000 lines. We have got 15,000 lines overall of products across the aisles. So the range that we carry is much broader than other wholesalers.
“Our services are much better. And as a result, we are able to produce from our two depots is more than companies usually get from eight-nine depots."
Buzz is that Lioncroft Wholesale is planning to open another warehouse outside Midlands for the first time in the family's history though Jason refused to comment on this, declining to share any further details as of now.
However, he did state that the group is into major expansion mode on multiple levels.
"We have expanded our sales and grown quite drastically on the wholesale side.
"Last three years, we have spent on building the foundation to develop the business forward. So with the new management team, we have created a plan for expansion. And there are many strands to that plan," he said.
"We are eager to grow our brand geographically with new depots and perhaps acquisitions of other businesses and are confident that the wholesale channel is in a very strong position especially as consumers have a preference to shop locally,” he said.
After getting back into the hands of Jason and his immediate family, Lioncroft Wholesale has been on a growth trajectory.
“Lioncroft Wholesale has grown by almost 40 per cent organically and with the changes we have made to the business. We aim to increase our sales and footprint rapidly in the next five years.” Jason told the publication.
Jason’s move of re-acquiring the wholesale arm of East End Foods created quite a ripple in the industry at the time, with some calling it an emotional attachment. Busting the rumors and assumptions, the man himself stated that everything was a part of well-thought of plan.
Jason stated that the re-acquirement of the wholesale arm of East End Foods happened within a matter of months after its acquisition. It was intended to be a back-to-back deal, but because of COVID, it got delayed by a few months.
"I could see that the private equity buyer wasn't so interested in the wholesaling part. Since I had always spent my life in the wholesaling business, it was a very simple decision for me to continue doing that. Firstly, I wasn't ready to retire and secondly, I wanted to continue the name and legacy of our family and develop the business as much as I possibly can,” he said.
East End Foods was very much a family business with the involvement of almost 50 members of the wider Wouhra family. It was a very “successful business” in itself, Jason said, adding that however, Lioncroft Wholesale has been built on this success in quite a different manner.
Lioncroft Wholesale recently celebrated its third birthday with a glamorous Gala Dinner at the International Convention Centre in Birmingham, a star-studded event that saw the attendance of guests from the worlds of politics, entertainment, various dignitaries, suppliers and customers.
Jason and his father Jasbir also took this opportunity to launch the family`s charity, the Lioncroft Foundation with seed capital of £200,000. The Lioncroft Foundation aims to support charities locally, nationally, and internationally with further fundraising planned to take place every year to support the noble causes.
This year, Jason and Lioncroft hosted the first ever Indian Independence Day celebrations held in the House of Lords. The event was attended by Sir Keir Starmer, Lord Bilimoria, Baroness Verma and Indian High Commissioner His Excellency Vikram K. Doraiswami amongst other dignitaries, peers, and ambassadors.
“Indian Independence Day celebrations this year were a proud moment for me and my family. Being involved in the first ever such celebrations in Parliament was wonderful, we had a huge turnout, and it was great to have Lioncroft at the Forefront of such a momentous occasion,” he said.
Leading wholesale buying and marketing group Sugro UK has collaborated with Britvic Soft Drinks, a global organisation with 39 much-loved brands sold in over 100 countries, to launch a groundbreaking Fast Food Sample Box.
The sample box is specifically designed for ICS UK LTD customers, giving them a unique opportunity to sample and experience new Fast Food soft drinks offerings firsthand.
The new Fast Food Sample Box offers ICS customers an exclusive opportunity to explore a curated selection of Britvic's best-selling and new product offerings that drives incremental sales. This trial initiative is designed to provide Fast Food retailers with a hands-on experience of market-leading products, helping them identify key opportunities for growth in the Fast-Food soft drinks categories.
Sugro UK's Fast Food Sample Box represents a pioneering approach to boosting customer engagement, providing tailored solutions that meet the evolving demands of today’s consumers. This initiative is the first of its kind in the sector, giving ICS customers exclusive access to products that are proven to drive sales and offering them a competitive edge in their local markets.
Alice Graham, GB Head of Dining Route to Market Wholesale, "We are delighted to collaborate with both Sugro and ICS with this initiative. The fast-food market has seen double digit growth over the last few years and the growth is set to continue. This initiative with ICS, a leader in fast food wholesale, underscores our commitment to supporting the growth of Britvic brands and advancing our partnerships with fast food establishments.”
Sid Musa, Manager at ICS (UK) added, “At ICS UK LTD, we are thrilled to partner with Sugro UK and Britvic on this industry-first initiative. The Fast-Food Sample Box gives our fast-food customers a unique opportunity to experience top-tier products firsthand, empowering them to make informed decisions that can truly elevate their offerings. We’re confident this exclusive initiative will help our customers stay competitive and drive growth in an ever-evolving market.”
Yulia Petitt, Head of Commercial and Marketing at Sugro UK commented: “We are incredibly excited about the partnership with Britvic delivered with excellence by our member – ICS Ltd. Fast Food sector is a big part of the group commercial strategy, so we see it as a huge opportunity for the group.”
Sugro UK is proudly owned by its 90 plus independent wholesale members, with a combined turnover of over £2.5 billion. The group was recently voted number one across all buying groups in the recent Advantage Group Survey.
British plant-based ready meal maker Allplants has filed a notice of intention to appoint administrators, citing ongoing financial losses, stated recent reports.
Allplants, known as the UK’s largest vegan ready meal brand, has faced mounting losses over recent years. Filing the notice provides the company with a critical window to explore options to avoid liquidation, such as restructuring, refinancing, or negotiating a sale.
According to the founder and CEO Jonathan Petrides, Allplants is working closely with insolvency specialists Interpath Advisory to assess “all possible options for restructuring, refinancing, and ensuring the sustainability of Allplants".
The reports added that while the prospect of a buyer offers some hope, failure to finalise a deal would likely lead to the company’s remaining stock being sold off to pay creditors. The development underscores the challenges faced by plant-based food companies as they navigate a competitive and increasingly crowded market.
Allplants started off as a direct-to-consumer brand in 2016, made its retail debut in November 2022, listing its meals at Planet Organic and several independent stores, as well as online grocer Ocado. It witnessed instant success, selling six million meals within the first three months and becoming the second-most purchased frozen meal brand on the latter platform.
Allplants has raised £67m across several financing rounds from investors including Molten Ventures, Felix Capital, Octopus Ventures, The Craftery, and professional footballers Chris Smalling and Kieran Gibbs.
Allplants’s move to appoint administrators is indicative of the distressed vegan ready meal category in the UK. It was among the categories that have witnessed a drop-off in sales recently, falling by 20 per cent between 2022 and 2023, according to Circana data commissioned by the Good Food Institute, which attributed it to cost-of-living pressures that led shoppers to cut back on non-essential and convenience items.
The country’s largest meat-free company, Quorn, posted pre-tax losses of £63m in 2023, a fourfold increase from the £15m it lost the year before. Meatless Farm and VBites also came close to the brink, before being rescued by VFC (now the Vegan Food Group) and owner Heather Mills, respectively.
Entrepreneur and businessperson Stanley Morrice, an influential figure in the retail and wholesale sectors, received an Honorary Doctorate from the University of Stirling at Stirling’s winter graduation held today (22).
Stanley, from Fraserburgh, is being recognised for his services to Scottish food, drink and agriculture. He entered the sector as a school leaver. In 1993, he joined Aberdeen-based convenience stores Aberness Foods, which traded as Mace. He rose to become Sales Director, boosting income by 50 per cent and tripling profits, and went on to be Managing Director, successfully leading the business through a strategic sale to supermarket group Somerfield.
Throughout a stellar business career, Stanley has set up, led, managed and sold more than 100 companies, from retail, wholesale and property to coaching and mentoring firms, in the UK and internationally.
An MBA graduate in retailing and wholesaling from the University of Stirling and Chair of the University of Stirling Management School’s International Advisory Board, Stanley was recognised with an MBE in 2022 for his work to support sustainable food and drink production in north-east Scotland.
Collecting his degree along with more than 300 other graduates at Friday morning’s ceremony, Stanley said, “I am deeply honoured to receive this recognition from the University of Stirling, where I completed my MBA in 1998. The University has played a pivotal role in shaping my career, and it has been a privilege to serve as Chair of the International Advisory Board at Stirling Management School since early 2020.
“This honorary degree reflects the University's commitment to cultivating industry partnerships and its dedication to preparing students for success in the business world. I was grateful for the opportunity to contribute to Stirling's mission of fostering innovation and developing future leaders.”
Professor Sir Gerry McCormac, Principal and Vice-Chancellor of the University of Stirling, said: “We are delighted to be awarding an Honorary Doctorate to Stanley Morrice, who has been an influential and exemplary figure in business and entrepreneurship, and in his advisory role at the University of Stirling. We know Stanley’s accomplishments, impact and leadership will be an inspiration to those graduating alongside him this week.”
In total, more than 1,000 students will graduate from the University of Stirling this week. Three ceremonies are being held across two days (21 – 22 November) as students celebrate their academic achievements alongside their families, friends and University staff.
British consumers have turned less pessimistic following the government's first budget and the US presidential election and they are showing more appetite for spending in the run-up to Christmas, according to a new survey.
The GfK Consumer Confidence Index, the longest-running measure of British consumer sentiment, rose to -18 in November, its highest since August and up from -21 in October which was its lowest since March.
Economists polled by Reuters had expected a deterioration in the confidence indicator to -22. Neil Bellamy, GfK's consumer insights director, said consumers seemed to have moved past their nervousness in the run-up to the 30 October budget and the 4 November US elections.
Finance minister Rachel Reeves announced a big increase in taxes on 30 October but the burden fell mostly on businesses rather than individuals.
Bellamy said it was too soon to say a corner had been turned. "As recent data shows, inflation has yet to be tamed, people are still feeling acute cost-of-living pressures, and it will take time for the UK's new government to deliver on its promise of 'change'," he said.
All five of the five components of the GfK's survey rose this month, led by a gauge of shoppers' willingness to make expensive purchases which rose five point to -16.
The survey was conducted between 30 October and 15 November and was based on the responses of 2,001 people.
GfK’s survey reported modest improvements in consumer measures of their personal finances and the general economic situation over the next 12 months. The figures clash with a separate survey of 1,500 households which showed growing pessimism over job security, according to S&P Intelligence.
“Consumer confidence continues to be variable but ability to spend depends on household circumstance,” Linda Ellett, UK head of consumer and retail at KPMG, said. “Inflation and interest rates having not yet sufficiently fallen and a toughening labour market are all weighing on the minds of many people.”
The government announced a £20 billion rise in employer national insurance contributions at the budget, as part of its promise not to hit “working people” with extra levies. Labour has also cut back on winter fuel payments for all pensioners, and said it will boost pay for public sector workers this year.
British retail sales fell by much more than expected in October, according to official data that added to other signs of a loss of momentum in the economy in the run-up to the first budget of prime minister Keir Starmer's new government.
The Office for National Statistics (ONS) said sales volumes have fallen by 0.7 per cent in October. A Reuters poll of economists had forecast a monthly fall of 0.3 per cent in sales volumes from September.
The drop was the sharpest since June when sales fell by 1.0 per cent from May. A monthly rise in sales in September was also revised down to 0.1 per cent from a previous estimate of a 0.3 per cent gain.
The ONS said retailers across the board reported that consumers held back on spending ahead of the new government's first tax and spending budget on 30 October.
It also said a possible contributor to the weakness in sales were the school half-term holidays for England and Wales which typically fall within the October data reporting period but did not this year.
Sales of clothing were particularly weak in October, something reflected in previously released figures for the month from the British Retail Consortium, representing the industry, which linked the fall to weather that was warmer than usual.
The ONS said during the 12 months to October, sales volumes rose by 2.4 per cent, slowing from September's 3.2 per cent rise and weaker than the median forecast in the Reuters poll for a 3.4 per cent increase.
Slow start to Golden Quarter
Jacqui Baker, head of retail at RSM UK and chair of ICAEW’s Retail Group, described the figures as a “concerning start to the Golden Quarter” - the busiest period for retailers.
“With half-term falling later this year and relatively mild weather, consumers have put off buying their winter coats and boots. This has made it difficult for retailers to shift stock,” she said. Many shoppers appear to be holding out for Black Friday deals, which Baker predicts will lift sales throughout November.
Baker noted that despite a challenging October, there is hope for a recovery in the months ahead.
“The Budget didn’t deal a huge blow to consumers in the form of tax rises, plus interest rates continue to come down, and the American election is now out of the way, which should help with confidence and create a clear runway for Christmas spending,” she said.
Thomas Pugh, an economist at RSM UK, echoed these concerns, pointing to the timing of the school half-term as a significant factor in October's sales slump. However, he expressed optimism about the longer-term outlook, predicting that retail sales would grow through 2025 as “higher consumer incomes and rising consumer confidence … feed through into higher spending volumes.”
He added: “While headline inflation jumped from 1.7 per cent in September to 2.2 per cent in October, retail prices fell at an accelerated rate. Indeed, retail inflation dropped from -1.3 per cent to -1.6 per cent, meaning lower prices will help a rise in spending feed through into bigger increases in sales volumes.”
Silvia Rindone, EY UK&I Retail Lead, highlighted consumer caution as another key factor behind the October decline.
“The decline in sales volumes can be attributed to a decrease in consumer confidence, influenced by several factors including uncertainty surrounding the Autumn Statement, rising energy bills, and the impending costs of Christmas,” she commented.
EY’s latest Holiday Shopping survey revealed that nearly half of consumers began their festive shopping before November, aiming to spread out holiday expenses.
Rindone warned that retailers face a challenging period ahead, with upcoming labour cost increases, including changes to National Insurance and a minimum wage hike set for April 2025.
“The next few months are critical… Retailers will need to ensure they drive margin this Golden Quarter so that investments can be made in their proposition,” she said.
“As our survey found, shoppers are willing to spend if the price is right and the proposition is strong. Continuing to operate as efficiently as possible while steadily improving the experience for customers will be key. Much like the last few years, the market is getting tougher, and only those able to continually evolve will thrive.”