Brakes, a leading UK foodservice wholesaler and part of Sysco GB, has launched its ‘Countdown to Christmas’ campaign, promising a robust package of new products, offers, and support activities to help food businesses optimise their festive trading period. The campaign features more than 130 new product lines, adding to a total of over 1,000 Christmas-focused items available. Among the highlights are innovative festive desserts like the Chantilly Patisserie Jaffa Orange Dome, speciality ingredients such as Browns BBQ Shredded Turkey & Cranberry, and a variety of Christmas-themed tapas-style sharing dishes, designed to appeal to diverse consumer tastes.

To complement its expanded product range, Brakes has introduced online resources including detailed guides for chefs, which offer 70% margin costed set meals tailored to a variety of budgets and dietary requirements, including traditional, gastro, vegan, and gluten-free options. These tools are meant to streamline the planning process and assist hospitality operators in navigating the high-demand festive period with greater efficiency.

Central to Brakes' campaign is its ‘MyBrakes’ rewards programme, now into its second year, which aims to provide a personalised customer experience through cashback rather than conventional points. More than 14,000 customers have signed up to the programme, which includes cashback offers, link and save deals, and festive giveaways. One notable promotional feature returning this year is the ‘Meat and Vodka’ deal, where customers receive a free bottle of Smirnoff Vodka with the purchase of selected meat products. This initiative is part of a broader £1 million Christmas giveaway that Brakes has launched to support independent businesses during the critical holiday trading period. The giveaway offers customers headline cashback rewards of up to £1,000, as well as chances to win additional bonus prizes, aiming to enhance profitability at a time of economic uncertainty.

Paul Nieduszynski, CEO of Sysco GB, emphasised the importance of the Christmas season for foodservice businesses, stating that Brakes’ campaign is designed to help customers succeed during this demanding period. He highlighted the company’s commitment to listening to customer needs and providing valuable support, which includes the comprehensive product range, financial incentives, and practical planning tools. Nieduszynski described the offer as a “real Christmas cracker” that enables operators to achieve a significant return on their investment.

This initiative comes amid ongoing economic challenges that are impacting the hospitality sector, with rising costs putting pressure on margins. Brakes’ campaign represents a strategic effort to help operators manage costs while offering attractive and innovative menu options to consumers. The range includes not only traditional festive dishes but also on-trend twists and plant-based alternatives, reflecting the evolving preferences within the foodservice market.

In summary, Brakes’ ‘Countdown to Christmas’ campaign presents a well-rounded package of product innovation, financial rewards, and operational support. By combining more than 1,000 high-quality seasonal products with targeted cashback offers and expert guidance, the wholesaler aims to equip foodservice businesses with the tools they need to maximise their festive season performance and customer satisfaction.