More Food to launch direct sales wholesale service

Ambient and frozen cake supplier More Food is ramping up its wholesale presence with the launch of a new website.

Foodservice and catering customers will be able to use the direct sales service, More Foodservice, to order cakes and desserts from the Sussex-based business for next-day delivery. The company is currently supplying clients via regional and national wholesalers.

More Food customers include independents, farm shops, Wyevale Garden Centres and Waitrose.

The launch of the wholesale service comes seven months after the business was rescued from administration in a pre-pack deal.

Established in 2003, More Food ran into trouble after the cost of moving into a purpose-built, 8,000sq ft factory in Chichester, combined with raw material cost increases following the Brexit vote, put substantial strain on the business.

The company entered administration last September, and was immediately sold as part of a going concern to Sussex Bakes, part of the Cake Brands business.

Speaking this month, More Food managing director Jayson Scheib told British Baker: “It has been quite a journey, but we are pleased to have rationalised the business, which has now returned to profitable trading.

“Ongoing works include integrating the product range to the overall group offering for retail, wholesale and own-label customers.”

The new website is planned to launch in the coming weeks to coincide with the Farm Shop & Deli show at Birmingham’s NEC from 16 to 18 April, where More Food cakes will be displayed alongside other Cake Brands products.

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