Parfetts is launching a new symbol format following customer demand for a brand designed to appeal to shoppers while on the go.

Shop and Go will join the symbol group alongside Go Local, Go Local Extra, and the off-licence focused, The Local.

The symbol format has a bespoke product range and dedicated promotions designed for this type of store and shopper. It will service specific shopper missions, emphasising impulse, confectionery, snacks, and soft drinks. It also offers food-to-go, beers, wines, spirits, and specialist ranges, including car care and maintenance.

The first two Shop & Go stores are based in Bristol and Hull.  Ambassador in Bristol is a small traditional forecourt format, while Three Ways in Hull is a hybrid convenience and forecourt store. Parfetts has several more stores in development that will launch over the coming months.

Muresh Seevaratnam, from Ambassador in Bristol, said: “Parfetts has an excellent reputation for value and backing their retailers. I’m pleased to be one of the first stores in the country to adopt the Shop & Go symbol, and the initial reaction from the community has been great. The busy promotional programme will be a big benefit to the business in the future.”

Parfetts is growing rapidly with the launch of an eighth depot in Birmingham last year and over 1,300 retailers in its symbol estate.

Guy Swindell, joint managing director of Parfetts, said: “Shop & Go is a new symbol format for stores in transient areas, such as forecourts, train and bus stations, high-footfall city centres, and commuter areas. We developed the format in response to growing demand from our retailers for a symbol format focused on high-footfall areas with time-sensitive shoppers on the go. The whole team has worked hard to develop a store format that brings something new to the market and is backed with a busy promotional programme to support margin.”

Parfetts treats every retailer as an individual, which means bespoke store formats and advice on range. Because each business and community is different, there are no ‘off the shelf’ formats.

Noel Robinson, joint managing director of Parfetts, said: “As an employee-owned business, Parfetts continues to invest in its service. It has made significant investments in enhancing its digital order capture system, both desktop and app, to drive efficiency for retailers. Parfetts depots function as cash-and-carry centres from 6:30 am to 6:30 pm, handling delivery and click-and-collect orders overnight.”

The wholesaler is also expanding its own-label range, which will reach 200 lines by the end of the year. The Go Local own-label range is designed to offer notable margins on the best-selling lines.

Parfetts operates depots in Aintree, Anfield, Birmingham, Halifax, Middlesbrough, Sheffield, Somercotes and Stockport. Its operations cover England and Wales.