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.
innocent drinks, Europe’s leading healthy drinks company, is announcing a new partnership with Alexandra Rose Charity as it advances its mission to help people live well through the delicious goodness of fruits and vegetables.
Government statistics reveal that just one third of adults, and 12 per cent of 11–18-year-olds, are managing to get the recommended “Five a Day”. This is even starker for lower-income families, with the most deprived fifth of adults consuming 37 per cent less fruit and veg than the least deprived, and their children 29 per cent.
innocent is launching its partnership with Alexandra Rose Charity by teaming up with Co-op, to help donate a portion of fruit & veg for every smoothie bought in stores. The charity helps families in need to buy and eat more fresh fruit & veg. Until 19th November 2024, innocent will donate the cost of a portion of fruit and veg (£0.24) to the Alexandra Rose Charity for every “Mango & Passionfruit” and “Strawberry & Banana” smoothie sold in UK Co-op stores.
innocent’s partnership with Alexandra Rose Charity will see a total of 520,000 portions of fruit & veg donated by the end of the year through the charity’s Rose Vouchers for Fruit & Veg Project. Rose Vouchers are given out to families every week, helping them to afford fresh fruit and veg from local markets for them and their children.
John Taylor, General Manager for UK & Ireland, innocent Drinks commented,“At innocent, we’re on a mission to help make sure everyone can access the delicious goodness of fruit and veg - its why our drinks are crammed full of the stuff. Eating a wide variety of fruit and vegetables is key to a healthy and nutritious diet, but we know that lots of us aren’t getting enough of it. Lower-income families face significant barriers to ensuring they can give their children the nutrition they need.
"Our partnership with Alexandra Rose Charity, and campaign with Co-op marks an ongoing commitment to helping improve access for everyone so they can unlock the health benefits of a balanced diet.”
Jonathan Pauling, Chief Executive at Alexandra Rose Charity, commented, “We are thrilled to be working with innocent Drinks and the Co-op to raise awareness of the challenges that families up and down the country are facing in affording to put healthy food on the table for them and their children. Food related ill-health costs the UK 98 billion a year, to the NHS, the economy and society.
"The long-term consequences of a lack of access to healthy food has a detrimental effect on health, wellbeing, and life chances. Through the funds raised from this promotion, we will be able to help families in need to make sure they can give their children the best possible start with a diet rich in fresh fruit & veg.”
Sinead Bell, Co-op’s Commercial Director, commented,“Supporting campaigns that address the issue of food poverty and access to food is important to us and the millions of Co-op member owners, and we are proud to be partnering with innocent on this fantastic initiative across our stores.”innocent drinks and Co-op team up to donate portions of fruit and veg
As the final key retail season of the year approaches, Nisa retailer NP Group is gearing up for Christmas with a renewed focus on store activation and point-of-sale (POS) strategy to drive sales following a successful Halloween.
With seasonal shopping trends in full swing, effective in-store activation and visibility are crucial for smaller retailers to capture customer attention and keep up with larger competitors. Data from Retail Economics shows that UK shoppers spent approximately £10 billion on seasonal products in 2023, with Halloween contributing £650 million alone, marking a steady increase in seasonal shopping over recent years.
POS and store activation remain pivotal in capturing these sales opportunities, as shoppers are more likely to make purchases when displays are both visually engaging and convenient to access.
Anthony Furnell, Head of Retail Operations at NP Group, which operates six stores, has significant experience in retailing. From his background with major retailers and suppliers, he understands that capitalising on seasonal periods is critical for convenience stores.
“Seasonal activation is really important. It’s a very competitive sector, and we’re not just competing with large supermarkets; we’re competing for convenience and ease for our customers. If a customer doesn’t see it, they don’t potentially buy it, so activation is key.”
NP Group’s Halloween strategy this year exemplifies how store activation can capture attention and improve sales. The Darwen store has allocated a dedicated Halloween space, complete with a hanging spider from the ceiling, vinyl window displays, and strategic POS items like floor stickers and overhead signs. This dynamic approach engages customers, driving incremental purchases and creating a one-stop shop for seasonal needs.
However, it’s not one-size-fits-all; each store location is tailored based on size, layout, and customer demographics.
“Our Menston store, for example, is our smallest, so we have to be selective about our seasonal range. Space is key—making sure the displays are in the right place is essential,” Anthony notes. “We’ve also have a group store WhatsApp to share best practices and ideas across locations, ensuring a cohesive yet unique seasonal activation for each store.”
Planning and evaluation are equally important in maximising seasonal sales. To meet the varying demands of each store, NP Group conducts pre-sales planning and end-of-season evaluations, which allows them to better anticipate the stock and POS materials required for future seasonal events.
“By evaluating what sold well and what didn’t, we can refine our approach and ensure we’re offering the right products in the right places for customers,” explains Anthony. “Seasonal displays and POS act as magnets that draw the eye and engage customers on a whole new level. In today’s fast-paced retail environment, it’s vital to have a captivating, well-organised space for seasonal items that entices shoppers, encourages browsing, and, ultimately, drives incremental sales.”
In addition to Halloween, Christmas activation is also underway, with stores gradually introducing festive products.
According to Anthony, “Christmas is another significant period where creative, well-placed POS and choice can create a festive in-store experience, encouraging customers to shop locally and find what they need without visiting larger stores.”
Both Halloween and Christmas offer strong opportunities for convenience retailers to increase footfall and improve basket spend. The rise in seasonal spending in convenience settings, combined with strategic activation, ensures that stores remain competitive and relevant for shoppers seeking both impulse buys and essential items.
For retailers, these activation strategies not only boost sales but also enhance customer satisfaction by creating an engaging shopping experience that keeps them coming back throughout the winter season.
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Post Office, DPD partners to rollout ‘Click and Collect’ services
Post Office, DPD partners to rollout ‘Click and Collect’ services
Around two thirds (65 per cent) of people affected by the Horizon scandal have said it impacted their family and relationships, while many respondents report estrangement from family members because of the scandal, according to a paper published today (1) by the Post Office Horizon IT Inquiry’s listening project.
The paper title In Your Own Words illustrates the various challenges the Horizon scandal has inflicted on people’s relationships, with respondents reporting the breakdown of relationships, estrangement from family members, and acute loneliness. Some adult children of former sub-postmasters shared how they experienced bullying, financial issues and mental health struggles because of the scandal. Others reported how their parents have died before knowing the truth about the Horizon scandal, which magnified their grief.
For many the post office was a family business legacy, making subsequent issues more impactful. Many reference their parents dying before knowing the truth about Horizon, magnifying the grief of these bereavements.
240 people — including current and former sub-postmasters, family and friends — have anonymously submitted their stories to In Your Own Words so far. This paper covers responses from March 2024 to August 2024.
Some of the anonymous responses mentioned in the paper are as follows:
"“I’m 66. I’ve lost 18 years of a good relationship with my daughter. I’ve lost me.”
“My children had their childhoods abruptly taken from them when the gravity of the situation became too serious for me to shield them any longer.”
“My mother was worried for us and put a lot of her savings into the account. These savings were meant to be left to her grandchildren a regret I will live with until I die.”
“Seeing the effect on my children was extremely difficult and remains a sore subject for me to this day.”
“We would like to clear Dad’s name, so that this isn’t a part of our families inherited trauma and that his memory left is true.”
“What amount of compensation would be adequate for the stress and pain endured over two decades? What would be considered sufficient?”
“The scandal put an enormous strain on our young family. Instead of enjoying the early years of our marriage and our daughter's childhood, we were consumed by the issues at the Post Office. The stress affected our relationship, leading to frequent arguments and a pervasive sense of frustration and helplessness. Our daughter, though too young to understand, was indirectly impacted by the tension and reduced quality time with her parents.”
“My wife has replaced thousands of pounds of money that she thought she had lost due to her illness and died feeling a failure.”
The wholesalers have welcomed several measures announced in Chancellor Rachel Reeves's first budget but have raised concern the increase in National Living Wage and Employers National Insurance contributions will add an estimated £110 million in direct wage costs to the wholesale sector.
The wholesalers also pointed out that the lack of clarity on business rates reform means that wholesalers operating large physical premises remain disproportionately impacted by high rates. Without meaningful reform and a set timeline, these businesses will continue to shoulder a heavier burden than those in sectors with minimal property overhead.
Responding to the budget statement, Federation of Wholesale Distributors (FWD) Chief Executive James Bielby stated, “We are pleased to see a number of positive steps in today’s budget that will bolster the wholesale sector. The freeze on fuel duty for another year is a welcome relief for wholesalers facing rising costs, allowing for greater stability in our operations.
“We also commend the government’s commitment to increasing support to combat retail crime, which is essential for protecting wholesalers, but we must ensure that wholesalers are included within this to ensure a safe environment for all businesses in the supply chain.
“Over the coming weeks, we look forward to working closely with the government to ensure that our members, who are central to driving economic growth, are given the support they need within an uncertain economic climate.”
Increase in Employer National Insurance contributions
Wholesale body pointed out that the planned increase in employer National Insurance contributions will significantly impact food and drink wholesalers who are already facing mounting operational costs.
With the Employer National Insurance contribution rate rising from 13.8% to 15.8%, this change represents an additional £30.9 million in yearly NI costs for the sector.
Bielby said, "This increase adds financial pressure on businesses striving to support their workforce while maintaining competitive pricing in a challenging market. We urge the government to set out what support will be provided to wholesalers, particularly the many small businesses that are the lifeblood of the country, to ensure they can continue to invest in their people and operations without compromising their viability.”
Fuel duty freeze and Alcohol duty increase
FWD has also welcomed the decision to freeze fuel duty for another year, which provides much-needed relief for wholesalers who rely on transportation to deliver goods.
Bielby pointed out that this freeze will help mitigate some of the financial pressures facing the sector, allowing businesses to manage costs more effectively.
Delaying the alcohol duty increase until February 2025 provides wholesalers some time to prepare, FWD stated. However, the rise will still present substantial challenges in terms of adjusting prices, managing stock, and maintaining supply chain stability.
Biekby said, "We encourage the government to collaborate with wholesalers to ensure the transition is smooth and that unintended consequences, such as increased costs and disruptions, are minimised.”
FWD has also welcome the government’s increased support to combat retail crime and the commitment to clamp down on organised crime. While these measures are crucial in protecting the retail sector, it is essential that the same level of attention and resources is extended to wholesalers, Bielby said, adding that the wholesale sector plays a vital role in the supply chain, and any rise in retail crime not only impacts its members directly but also has broader implications for the economy and society.
Raising caution in terms of tobacco tax, Bielby stated that the implementation of such measures must be carefully considered to ensure it works for wholesalers as well.
"A tax increase should not drive consumers towards illicit markets, which could undermine the goals of the health agenda and create further challenges for legitimate businesses," he said.
The Federation of Independent Retailers (The Fed) has launched an exclusive benefits scheme for Fed members.
Called FedPlus, the scheme offers a range of discounts on a host of goods and activities, from everyday purchases to luxury products.
Through FedPlus, Fed members will have access to a range of fantastic money-saving benefits covering a wide variety of areas – from health and well-being to home and car essentials, and from food and drink to fashion and tech, entertainment, travel and experiences.
There is a Savings Calculator to show how much has been saved, based on monthly or annual spending, on a range of everyday categories. The Savings Calculator will generate a personal savings total and provide links to the individual deals.
Launching FedPlus, National President Mo Razzaq said: “In my inaugural speech at the Fed’s Annual Conference in June, I spoke about the importance of providing more benefits to help members make money, save money and make business easier.
“Just four months on, we are delighted to bring you FedPlus. This is an exciting new addition to our ever-growing list of member benefits which brings you quick, at your fingertips access to several offers across a wide range of categories so the money in your wallets and purses goes even further in these financially strained times.”
Members can access the scheme through thefedonline.com website. It went live yesterday (October 31).
FedPlus is managed and run for the Fed by Parliament Hill Limited, which has been providing benefit management solutions for membership organisations for the past 20 years. Top name companies offering discounts include Virgin Experience Days, Nuffield Health, Hotpoint, Halfords, Boots, Curry’s and EE.
Tom Sparke, joint managing director and client services director at Parliament Hill, said: “We are looking forward to working with the Fed to assist them in the fantastic support that it provides for its members.
“The Fed has a strong commitment to supporting its members, which aligns with the Parliament Hill ethos of placing the needs of our clients’ members at the heart of what we do.”