Jelly snack firm shakes up order book with retail lift

A snack firm is feeling sweet after securing supermarket deals.

Fruitypot has landed a Waitrose partnership and extended a Tesco agreement.

The deals will see the Huddersfield-based firm’s JellySqueeze-branded jelly pouch stocked in 180 Waitrose stores and across the retailer’s website.

Its Tesco partnership will build on an existing alliance, taking the brand to more than 450 shops nationwide.

The agreements follow a distribution expansion with Asda last year, which officials say will see JellySqueeze stocked in more than 1100 stores across the UK and by online grocer Ocado.

Sarah Booth, Fruitypot managing director, said: “We’re excited to introduce the brand to Waitrose shoppers, and proud that Tesco has doubled our distribution just 12 months after our initial listing.”

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