Needlers launches new two-tier brand strategy

Needlers, the UK’s leading specialist hygiene and protection consultant to the food industry is re-launching a number of key product ranges under a new two-tier branding strategy.

Needlers is bringing a number of its best-selling food industry products under its two in-house brands, Reldeen and Pro-Fit. This is part of a continuous drive within the business to deliver a service to its customers which is tailored to the exact needs of food manufacturers.

Tony Mercer, Commercial Director of Needlers, said:

“This new branding strategy will allow customers to easily select a product which suits them, knowing that we have developed them in-line with the changing demands of the food industry.”

Reldeen is an historic name, established by Needlers through a number of popular product ranges already available. Pro-Fit products add value to the food industry through enhanced features to suit specific applications.

Following a ‘better – best’ approach, Reldeen will replace products previously supplied under the Nationwide brand. Needlers’ premium range, Pro-Fit will launch a range of products which are better by design, focusing on quality, traceability and ease of use within food manufacturing environments.

Needlers Managing Director, Alistair Needler said:

“Customers can be assured that Reldeen products will continue to offer the affordable quality they have come to expect of our existing ranges. In the case of Pro-Fit, we’ve been working closely with our suppliers to develop products which will deliver better performance.

“In our experience, quality in hygiene and protection equipment within a food production environment is business critical. By offering tailored products and specialist solutions to the food industry, we are aiming to work in partnership with our customers to help them become more efficient.”

Customers are being advised to expect a transition in the supply of the newly branded products, according to stock levels. In all cases, newly-branded products are a direct replacement, and relevant food contact certificates still apply.

Needlers’ high-profile national accounts include; 2 Sisters, Greencore, Samworths, Cranswick and ABP. Needlers prides itself on offering outstanding customer service, and makes daily deliveries across the UK using its own fleet of distribution vehicles.

www.needlers.biz