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BRANDnewsWHAT’S new?How to orderKIT KAT p8Independent Customers frozen 0844 800 4900 grocery 0844 800 4910Galaxy p8Corporate Account, Education, Healthcare & Contract CustomersCall your usual telesales number or contact Customer Service on 0845 600 9090Fish Frier, Chinese & Indian Restaurant Customers 0844 800 5521Customer Service 0845 606 9090F (product code) – frozen foodC (product code) – chilled foodA (product code) – ambient food & non-foodNB: You do not have to use the F, C or A prefixwhen ordering. The product names anddescriptions within this publication are notintended to constitute the full legal description ofthe product. For full details please refer to theproduct packaging or alternatively please contactBrakes Customer Service on 0845 606 9090. Allproducts are shown as serving suggestions.Terms & Conditions: All goods are sold subject toavailability and Brake Bros Ltd’s Terms andConditions of Sale, a copy of which is available onrequest or on our website at www.brake.co.uk. Wereserve the right to alter prices, specifications orpackaging without notice. VAT will be charged atstandard rate on products where applicable. Allunit prices are approximate and have beenrounded to the nearest whole penny. To conformwith requirements of the Food Safety Act 1990and to protect temperature integrity we may beunable to accept returned product unless notifiedas damaged or faulty at time of delivery. This doesnot affect your rights under law. Whilst we makeevery effort to ensure these details are correct,errors may occasionally occur.Promotions – Terms & Conditions: ALL OFFERS:1. There will be no further discount on pricedpromotional items. 2. Offers available whilestocks last. 3. Normal minimum order levelconditions apply. Minimum order value £80.00.4. All unit prices are approximate and have beenrounded to the nearest whole pence. 5. Additionalagreed charges on split cases will be applied asappropriate. 6. All offers apply to the datesspecified. 7. Offers available to participatingcustomers only. 8. We reserve the right to substituteproducts subject to availability. 9. Offers availablefor delivery between May 4th 2010 - July 3rd 2010.There will be no further discount on printedpromotional items. VAT will be added at thestandard rate. Offer subject to availability and whilestocks last, or until July 3rd 2010 whichever issooner. Offers available to existing independentcustomers only. We reserve the right to substituteproducts subject to availability.No Fear p10Summerdrinks andsnacks onpromotionsee p44-46FOCUS on…... soft drinksThis publication is printed on paper from a sustainable source. BN 14Know the scorestock the core p11 - 45

BRANDnewsMay2010781224324447Score a hat trick this summerFantastic football on-pack offers with McCoy’s, KP Nuts and Jaffa CakesCross your fingers with Kit KatDaily £1000 prize up for grabsKnow the score, stock the coreTop 20 must stock soft drinks for the summerBursting with BritishnessSupporting British farmers with RibenaEnergise your salesBoost your profits with LucozadeSummer scorchers!Great prices on summer soft drinks and snacksIt pays to displayYour essential guide to branded point of saleAt a glanceWhat’s new? 6Soft drinks 11Promotions 44

WHAT’Snew?Score this summerby supporting themajor brandsTHREE OPPORTUNITIESTO SCORE!Field a winning teamwith WalkersKick off the inevitable footballfever in your business byteaming up with Walkers Crispsto offer your customers a choiceof 8 specially created,internationally inspired flavours.To make sure that caterers can takefull advantage of the promised salessurge, Brakes will be offering twounique 24 bag variety packscomplete with eye catching clipstrips for an instant display solution.The clip strips feature brandpersonality Gary Lineker holding the‘Walkers Flavour Cup’ packed withflavoured bags, and can be placedprominently behind the counter orat the till point to encourageimpulse purchases and promptIt doesn’t stop there. Fans will alsohave the chance to win £10,000by uploading their fan-tasticphotographs or videos to becometheir flavour’s superfan.Make sure the Walkers FlavourCup sees your sales overflowing thissummer by stocking up on the funflavours that are sure to score withconsumers.*See page 46 for your chance towin £500 of Love2Shop vouchersevery week.A 28987 – 1 x 36 (50g)A 100137 – 1 x 24 (50g)A 100087 – 1 x 12 (150g)consumers to try out the differentflavours across the range.The bags will alsoencourage consumers totake part in the ‘WalkersFlavour Cup’ promotion.From now until July,Walkers is asking thenation to crown theworld’s favourite crispflavour. Consumersare being invited tosupport their favouriteflavour by becominga fan online at atwww.walkers.co.uk. The flavour thathas the most fans at the end of thecompetition will be crowned theWalkers Flavour Cup Champion.A 84624 – Variety Clipstrip 124 packs (4x6) x 34.5g packs.(Argentinian Flame Grilled Steak,Dutch Edam Cheese, JapaneseTeriyaki Chicken and FrenchGarlic Baguette flavour).A 84625 – VarietyClipstrip 2 – 24packs (4x6) x34.5g packs.(AmericanCheeseburger,Brazilian Salsa,English Roast Beef &Yorkshire Pudding and GermanBratwurst Sausage flavour).Kicking off with McCoy’s ‘Areyou a real fan?’ promotionwhich gives purchasers thechance to win a fantasticfootball trip. Up for grabs areholidays to well-knownfootball-related cities such asRio de Janeiro, Lisbon,Barcelona and, of course,South Africa’s Cape Town,home of the 2010 FIFA WorldCup. All in all there are tenholidays on offer, includingflights, accommodation,tickets to see a league game,plus spending money. To beUB will be whipping up 2010 FIFA World Cup feverthis summer with a promotional hat trick across itsleading brands, by fielding a winning combinationof football-related on-pack activity for McCoys,KP Nuts and Jaffa Cakes.in with a chance of winning,consumers submit a specialon-pack four digit code,either online or by text.Footie fans will also bedriven nuts trying to decideon their best quality footballmoment of all time in the KPNuts on-pack promotion.Special flashed packs of KPNuts will invite consumers tovote, online or by text, fortheir most memorablemoment, chosen from aselection on the back of thepack. Thousands of footballthemedprizes on offerinclude mini footballs, replicashirts, plus a holiday to a topfootball destination.An online penalty shootoutgame will see McVitie’sJaffa Cakes fans vying to winone of 50 instant daily prizesincluding Nintendo Wii’s –complete with a ProEvolution Soccer game –European football shirts andinflatable goalposts. Packsflashed with the ‘shoot andwin great football prizes’message, will be driving salesinviting consumers to goonline and register to playevery day for 98 days.Target McCoy’s, KP Nutsand Jaffa Cakes on your nextorder and get set to scorebig profits this summer withthese great on-pack offers.67

Fingers crossed for KIT KAT ®sales boostKIT KAT ® lovers will becrossing their fingersduring the 2010 FIFAWorld Cup, not only tosupport their national teambut also for luck as thebrand offers a daily £1000prize in its fun ‘FingersCrossed’ promotion.® Reg. trademark of Société des Produits Nestlé S.A.Promotional packs include KITKAT ® 4 finger, KIT KAT ® CHUNKY& KIT KAT ® CHUNKY Caramel.All sport a picture of two crossedKIT KAT ® chocolate fingers toencourage football fans to showsupport for their favourite teamthis summer. Purchasers areasked to send in photographs ofthemselves supporting theirteam for a chance to win thedaily cash prize. Entrants will alsohave the chance to feature in theKIT KAT ® media campaign,having their photographsplashed across 48-sheet postersaround the country.KIT KAT ® is going to turn thebiggest event of the year into amotivating campaign that willdrive category growth, usingA 1111 – 1 x 48the instant win cash mechanic, showcasing photographs ofwhich is the most popular entry real football fans and films ofmechanic for a campaign. their lucky match rituals.A £5 million media spend People watching games on theand campaign which spans TV internet will also be able toand outdoor advertising, press, offer good luck to their teamsdigital, PR, radio and mobile by placing the KIT KAT ® fingersactivity throughout the summer icon on screen.is sure to generate interest. Stock up now, so yourThe brand’s website will host a customers can ‘Cross Their‘Festival of Football’,Fingers’ with KIT KAT ® !8WHAT’S new?

Nescafé hasbright idea forBrazilian breakAs Frank Sinatra once said,they’ve got an awful lot ofcoffee in Brazil. But youdon’t need to take hisword for it, you can see itfor yourself if you are thelucky winner of a trip tothe home of great coffeebeans in the latest Nescafépromotion.The Nescafé ‘Brightest Prizes’promotion promises the brand’sbiggest prize fund to date, amassive £120K worth of rewardsfor caterers and foodserviceoperators, including ten trips fortwo to Brazil.Holiday winners will get tovisit a coffee farm to view theproduction process and learna bit about the history ofcoffee. Winners will also enjoy£200 spending money and abottle of champagne on top ofthe holiday.Over 1,300 prizes are onoffer, including a year’s supplyof Nescafé coffee, and a shareof two million FoodserviceRewards points.This latest Nescafépromotion will help drive coffeesales and increase awarenessof the Nescafé range. The tripsto Brazil are the perfect link tothe birthplace of Nescafé,reinforcing the provenancemessage that Nescafé is madefrom 100% pure and naturalcoffee beans.For a chance of winningsimply visit www.npextra.co.uk,register and enter yourFoodservice Rewards code.A 35960 –1 x 6 (500g)A 681 –1 x 6 (750g)A 1791 –1 x 6 (750g)A 84470 –1 x 3 (1kg)FOCUSon…When consumers arechoosing a soft drink theyare influenced by varyingneeds and occasions.There are 5 key reasonswhy your consumersdrink a soft drink:Soft drinks sell fourtimes more thancrisps and snacks somake sure you giveenough space to thelargest and fastestgrowing sellers inyour outlet.*To maximise your soft drinkssales, stock the top brand ineach segment.We recommend followingthese best practicemerchandising principles tohelp grow your sales:• Fizzy refreshment• Thirst-quenching• Energy-giving and sport• Good for me• Refreshment• Range: The top 10 softdrink brands make upover 60% of soft drinksales so stock the corebrands!*• Layout: The averageshopper only spends 19seconds at the drinkschiller so keep to aplanogram and make iteasy for your customers tofind what they want!*• Location: 50% of all softdrinks are bought onimpulse so keep yourshelves stocked up at alltimes!*• Equipment: Chilling softdrinks can increase yoursoft drink category salesby 60% so keep your corebrands chilled with theright layout and in theright location!** Source: AC Nielsen ScantrackDrink Now Convenience dataw/e 23.10.0910WHAT’S new?11

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“Taxi for Hildon!”Now the leading natural mineral water brand in the hotel, catering andrestaurant arena, Hildon first arrived on the doorsteps of premiumLondon outlets delivered by taxi! That was in 1989 and 20 years onHildon maintains a firm foothold in the foodservice arena, still seeingdistribution growth within the premium sector.The 100% recyclable 750ml glass bottles in“Delightfully Still” and “Gently Sparkling”have been refreshed with bright metallised,screen printed labels, keeping them right upto date and reinforcing their premium image.Hildon Natural Mineral water comes fromhundreds of feet beneath the chalk hills ofthe Hampshire countryside. The water isfiltered naturally for anything from 25 to 50years, ensuring a crystal clear water with afresh pure taste every time.Producing around 30 million bottles ayear, Hildon is the largest English naturalmineral water company to the caterer and assuch its 750ml bottle, the perfect size to takewith food, deserves a place on the menu. A 10618 – 1 x 12 (750ml) A 10617 – 1 x 12 (750ml)Water brand promises lifechanging experienceA 25508 – 1 x 24 (500ml)The Life Pure Water brandis urging caterers tosupport the British sourcedwater and promises to fundat least one litre of cleandrinking water forcommunities in thedeveloping world for everylitre of Life Pure Watersold, administered by thebrand’s independentcharity, drop4drop.Life Pure Water wasestablished in 2005 with thepurpose of providing acompetitively priced ethicalalternative in the bottled watermarket. Bottled at a certifiedorganic source inPembrokeshire, a facilitypowered mostly by renewableelectricity and bio-diesel,recycling is done on siteoffsetting emissions byplanting broadleaf trees andshrubs in the area.Life is stocked in over 700venues around the countryincluding shops, cafés, schoolsand bars, and the customerbase is continually expanding.As a result of its sales success,‘drop4drop’ has already beenable to fund water projects inIndia, Zimbabwe, Tanzania,Uganda, Nicaragua, Senegaland Cambodia. Every project isassessed, with the help ofpartner charities, to ensure themost efficient allocation offunds and to make sure thatthe donations are sent directlyto where aid is needed.Caterers stocking the 500mlStill Life Pure Water, availablefrom Brakes, will not only behelping a good cause but willalso benefit from salesgenerated by the brand’s highprofile marketing campaign.Stock up now and beprepared for a life changingexperience.18FOCUS on… 19

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Fruity but niceOur range of ambient and chilled juice and smoothies offer something toadults and children alike. Providing a tasty and satisfying drink not only atbreakfast time but throughout the day, our range also helps consumers meettheir ‘5-A-DAY’. You can be assured that our products match the brandedalternatives in terms of quality and are very competitively priced to help youmaximise not just your sales but also your profits.2. The Smoothie range (ambient)A 89158 The Smoothie Strawberry & BananaA 89159 The Smoothie Orange & Mango1 x 27 (200ml)3. The Juicy Water range (ambient)A 89160 Juicy Water AppleA 89161 Juicy Water Orange & PineappleA 89162 Juicy Water Raspberry & Apple1 x 24 (200ml)✓ 100% pure fruit✓ Ambient storage✓ Good shelf life✓ No wastage✓ 75% pure juice, 25%water – nothing else!✓ Ambient storage✓ Good shelf life✓ No wastage1. The Juice range (pure juice– from concentrate) – ambientOur juice is pure juice fromconcentrate & comes in a variety offlavours. We have a 1ltr pour & serveoption – ideal for hotels, B&B, pubs,schools – anywhere where you, thecaterer, want to portion control thejuice to your customer. We also sell a200ml range of juice cartons – ideal forthe grab-and-go opportunity – idealfor workplace, travel & leisure outletwho wants to serve a healthier optionto customers throughout the day.A 100243 The Juice Orange JuiceA 100244 The Juice Apple JuiceA 100245 The Juice Pineapple JuiceA 100246 The Juice Grapefruit JuiceA 100247 The Juice Tomato JuiceA 26448 The Juice Cranberry Juice Drink1 x 12 (1ltr)A 89656 The Juice Orange JuiceA 89657 The Juice Apple JuiceA 89658 The Juice Pineapple JuiceA 89659 The Juice Apple & BlackcurrantA 89660 The Juice Tropical1 x 27 (200ml)All chilled or ambient juiceand smoothies are✓ One of your ‘5-A-DAY’✓ No added sugar✓ Free from added sweeteners✓ Free from artificial colours✓ Free from artificial flavours✓ Free from artificial preservatives4. The Jooce range (chilled)C 14923 The Jooce Orange - freshly squeezed orange juice with bitsC 70295 The Jooce Apple - pure pressed apple juice1 x 12 (250ml)5. The smoothie range (chilled)C 74565 The Smoothie Strawberries & BananaC 74563 The Smoothie Orange, Mango & Passion FruitC 74784 The Smoothie Bananas, Pineapple & Coconut1 x 6 (250ml)✓ 100% juice✓ Squeezed or pressed✓ Gently pasteurised✓ Bottled and chilled✓ 100% pure fruit✓ Gently pasteurised✓ Bottled and chilled✓ Tasty & refreshingFOCUS on…3839

Great time to stock PomegreatA 88594 – 1 x 12 (1ltr)Pomegreat, the UK’sNumber One pomegranatejuice, is promising ahealthy boost for caterersthis summer with a specialprice promotion of £9.99(12x1ltr case) – availableMay - June.*Every carton of PomegreatOriginal contains the juice ofeight pomegranates and ispacked full of health boostingvitamins and antioxidants.Free from artificial sweeteners,colourings or preservatives,it is not only good for you butalso good for the planetbecause every carton isrecyclable.Pomegreat appeals topeople who eat and drinkhealthily because they arefacing a problem or risk, andthose who are interested inmaking healthy choices toensure future good health. Asthe audience numbersincrease, caterers need toexpand the juice section to* Offer available for delivery between May 4th - July 3rd 2010.include pomegranate juice tomaximise profits. By stockingup on the promotional priceon offer to Brakes customers inMay & June, you too can lookforward to a healthy return onyour investment.Burstingwith flavourBursting into the limelight this season is Juice Burst,one of the UK’s leading brands of ambient filled PETbottled fruit juices, now available from Brakes inthree top flavours.The Juice Burst Orange, Appleand Tropical juices come in500ml PET bottles, containing100 per cent pasteurised fruitjuice for a fresh taste, with nopreservatives. Each generousserving provides one of therecommended five dailyportions of fruit andvegetables, one of the reasonswhy the range is approved bythe education authorities.While the classic Orangeand Apple Juice Burst varietiesmeet the demand fortraditional flavours, the moreexotic Tropical Juice Burstkeeps the range right up-todate.The refreshing blend is amix of no less than eight fruitjuices from concentrate -orange, apple, pineapple,banana, passion fruit, mango,apricot and lemon – and issure to be a thirst quencher.Juice Burst’s handy PETbottle makes it a greatimpulse purchase, while arecent packagingupdate with brightgraphics attractattention by standingout in the chilleddisplay. Although bestserved cold, formaximum flavour,Juice Burst is suppliedambient, in cases of12, offering flexiblestorage options.All three Juice Burstvarieties now available fromBrakes are sure to have greatappeal among adults andchildren alike, in fact anyonelooking for a refreshing juicedrink in a convenient format.A 25832 – 1 x 12 (500ml)A 26046 – 1 x 12 (500ml)A 25834 – 1 x 12 (500ml)Oranges and lemons, with other flavoursto ring the changes tooA 84484 – 1 x 12 (500ml) A 84483 – 1 x 12 (500ml) A 84482 – 1 x 12 (500ml)Stock up on St. Clement’s Fruits and the only ringing youwill hear will be from the tills. Over a million bottles ofSt. Clement’s Fruits have been sold since launch andmany more are expected this year as consumerscontinue to seek out natural drinks.The brand is ringing in thechanges, keeping up withchanging consumer trends.A re-launch last year broughtSt. Clement’s Fruits right up todate with new recipes free fromartificial colours, flavourings,sweeteners or preservativesand bright new packaging.The three flavours in theSt. Clement’s Fruits range –Blackcurrant, Apple &Blueberry, Strawberry & Lime,and Orange & Lemon arepacked in handy 500ml,re-sealable PET bottles thatcan be kept ambient untilneeded, for easy storage.Serve chilled straight from thedrinks cabinet or cold displayto maximise the flavour.St. Clement’s Fruits, withtheir additive-free credentialsare the natural choice forcaterers looking to boostfruit drink sales.40FOCUS on… 41

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Summer scorchers.Great deals on soft drinks and snacksfor the summerOffers available for delivery from May 4th - July 3rd 2010See back page for promotional terms and conditions.SPECIAL PRICETetley 1 Cup Catering Teabags A 1000531 x 1100£14.99SPECIAL PRICESPECIAL PRICESPECIAL PRICEPomegreat Pomegranate Juice Drink A 885941 x 12 (1ltr)£9.99SPECIAL PRICEKP Peanuts Carton 1 x 24 (50g)Original Salted A 100137 £7.99KP Dry Roasted A 7318 £7.99KP Peanuts Card 1 x 24 (50g)Original Salted A 88807 £7.99Dry Roasted A 88806 £7.99McVitie’sJaffa Cakes A 1000871 x 12 (150g)£10.99Jaffa Snackpack CDU A 890181 x 24Oasis 1 x 24 (500ml)Summer Fruits A 29492 £12.99Citrus Punch A 29489 £12.99Blackcurrant & Apple A 86184 £12.99Summer Fruits Extra Light A 89163 £12.99£7.99Jaffa Cake Bar A 275081 x 24£5.99Jaffa Muffin A 276521 x 12£7.99SPECIAL PRICESPECIAL PRICEFanta Lemon A 1004791 x 24 (500ml)£12.99Fanta Orange A 246891 x 24 (500ml)£12.99Lilt A 246901 x 24 (500ml)£12.99Dr Pepper A 246881 x 24 (500ml)£12.99Sprite A 246911 x 24 (500ml)£12.99Ribena 1 x 12 (500ml)Blackcurrant A 87652 £6.49Strawberry A 89743 £6.49Ribena 1 x 27 (288ml)Blackcurrant A 5701 £7.494445

Your essentialguide forbranded pointof saleCONFECTIONERY08712 231 234 www.cadbury.com01753 550055 www.mars.co.uk01752 752094 www.wrigley-trade.co.ukSOFT DRINKS0800 742842 www.nestleprofessional.com0845 7581781 www.britvic.comHOT BEVERAGES0771 7800217 www.gsk.co.uk08712 231 234 www.cadbury.com0800 745845 www.nestleprofessional.com07976 595055 www.cokecce.co.uk01264 348181 www.twiningsfs.co.uk07890 275362 www.redbull.co.uk0870 241 4820 www.kencocoffeecompany.co.ukCHILLED DRINKS020 8600 3939 www.innocentdrinks.co.uk01780 480345 www.pepsico.co.uk020 7033 6000 www.cafedirect.co.uk0800 7835613 www.goodearthteas.co.uk0845 6066328 www.tetleyforcaterers.co.ukBREAKFAST CEREALS01536 721405 www.weetabix.co.ukSNACKS0800 138 0813 ubmerchandising@dewberryredpoint.co.ukICE CREAM0800 783 6676 www.kfoodservice.co.uk0845 600 6612 www.iceshop.co.uk0800 616 996 www.tradewithkettlechips.co.uk020 7274 0717 www.snackingessentials.co.uk01895 201100 www.haagen-dazs.co.uk01780 480345 www.pepsico.co.ukOTHER020 3301 5001 www.online.fairtrade.org.uk4647

Your essentialguide forbranded pointof saleCONFECTIONERY08712 231 234 www.cadbury.com01753 550055 www.mars.co.uk01752 752094 www.wrigley-trade.co.ukSOFT DRINKS0800 742842 www.nestleprofessional.com0845 7581781 www.britvic.comHOT BEVERAGES0771 7800217 www.gsk.co.uk08712 231 234 www.cadbury.com0800 745845 www.nestleprofessional.com07976 595055 www.cokecce.co.uk01264 348181 www.twiningsfs.co.uk07890 275362 www.redbull.co.uk0870 241 4820 www.kencocoffeecompany.co.ukCHILLED DRINKS020 8600 3939 www.innocentdrinks.co.uk01780 480345 www.pepsico.co.uk020 7033 6000 www.cafedirect.co.uk0800 7835613 www.goodearthteas.co.uk0845 6066328 www.tetleyforcaterers.co.ukBREAKFAST CEREALS01536 721405 www.weetabix.co.ukSNACKS0800 138 0813 ubmerchandising@dewberryredpoint.co.ukICE CREAM0800 783 6676 www.kfoodservice.co.uk0845 600 6612 www.iceshop.co.uk0800 616 996 www.tradewithkettlechips.co.uk020 7274 0717 www.snackingessentials.co.uk01895 201100 www.haagen-dazs.co.uk01780 480345 www.pepsico.co.ukOTHER020 3301 5001 www.online.fairtrade.org.uk47