Adelie Foods is rolling out a direct-to-store delivery service for c-stores that will see it distribute pastry products made by Addo Food Group alongside its Urban Eat range.

Launching this week, the move will offer retailers a consolidated ‘one-stop shop’ of food-to-go items such as wraps, sandwiches, salads and savoury pastries.

As part of this, Addo’s Wall’s pastry products, including sausage rolls, and Pork Farms’ pork pies will be distributed by Adelie through its network of seven distribution sites across the country.

“With this offering we are hoping to accelerate the roll-out of Urban Eat within this important sector, and are confident retailers will benefit from improved sales and profits by stocking the right branded food-to-go selection,” said John Want, marketing director at Adelie Foods.

Before the full roll-out, Adelie trialled the move with a couple of symbol groups. “We have been doing some trials to make sure we can deliver the solution and so we can join up our manufacturing with Addo’s to get the right products to the retailers on time,” he added.

The distribution deal will also see Wall’s and Pork Farms products launching into 60 Welcome Break outlets this week, following a four-store trial.

“Sales were stronger in those stores because the customers were buying more,” noted Kim Burgess, head of markets at Addo Food Group. “We offer additional support in the form of on-pack promotions, which again drives loyalty among consumers.”

Adelie said it had made improvements to its Urban Eat range – extending the life of some products by up to four days so retailers “can be assured they can sell-through”. It has also introduced an online sale-and-return model, so any waste is clearly tracked and credit claims are raised automatically.