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Brakes Holds Prices on 7,000 SKUs, Including 2,000 Frozen Products

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Brakes, the United Kingdom’s leading foodservice wholesaler, has announced that it is freezing prices on more than 7,000 products, including approximately 2,000 frozen lines, as part of a program to drive value to customers and provide stability in planning.

The company, a unit of Sysco Corporation, launched a major price holds initiative last year, when it froze prices on more than 1,800 products, receiving widespread positive feedback from customers. However, it has now eclipsed that number with more than 7,000 prices being held between April and October 2024.

As part of the spring campaign, Brakes is also cutting the price of some of its items by an average of 6%.

Paul Nieduszynski, chief executive officer of Sysco GB, stated: “From energy to staff costs, there is still a great deal of uncertainty around the costs that the industry is facing. These price holds provide some longer-term reassurance that will help our independent customers plan with a greater level of certainty.

“At the same time, we want to ensure that we offer our customers the best value, so we’ve looked at the products they buy most often and reduced the prices of many of the most popular products in the range.”

The price holds and price cuts are available to Brakes independent customers.