Fine food distributor RH Amar is joining forces with global private brand specialist Daymon in a bid to spice up the UK’s fine foods offer across a number of categories.

The partnership will kick off with both parties identifying those UK private brand categories with the most potential to benefit from a makeover, as well as those that have the most untapped scope for growth.

Daymon will focus on generating innovation and concept development in conjunction with RH Amar, whilst the experienced fine food distributor – which celebrates its 75th anniversary later this summer – will then focus on the commercial execution of all private brand launches created by the partnership.

The announcement comes as research from Daymon reveals that 98% of national brand assortments are the same across retailers and 85% of shoppers now trust store private brand just as much as national brands.

“In many cases, shoppers are even willing to pay a premium for the right private brand products,” explains a spokesperson for Daymon. “The next wave of private brands will be led by diversification and premiumisation, positioned with options that are lacking in the existing offerings, and we strongly believe there is an opportunity to enhance the UK’s private brand food offer both now and in the future.”

Daymon and RH Amar aim to seize the opportunity by developing innovative product concepts for retailers’ private brands, guided by market dynamics and trends, concept setting and concept validation through consumer research.

RH Amar MD Rob Amar adds: “Our new partnership with Daymon will allow retailers to benefit from a single point of contact for their private brand development, offering the opportunity to strengthen retailers’ current assortments while ensuring their private brands stay competitive.”

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