Pago announces UK supply deal with WaverleyTBS

Shaun Weston8 Mar 2008 (Updated 20 Aug 2012)

Pago Fruit Juices UK has announced an exclusive new supply deal with WaverleyTBS, for the on-trade with immediate effect and off-trade by September 2008.

WaverleyTBS will provide the exclusive route to market for Pago UK. Meanwhile, Pago UK will remain a wholly independent company and still retains responsibility for the wider marketing activity and brand discipline, in line with the requirements of the Austrian brand owners.

Pago UK MD, Tony Harwood, said: “This is mutually beneficial for everyone involved and will see Pago juices available to a much wider audience across the UK. WaverleyTBS will be able to provide a UK-wide distribution network ensuring better customer service and delivery timescales.”

Phil Priest, group buying manager for WaverleyTBS, said: “We're delighted to secure this exclusive relationship with Pago Fruit Juices UK. Premium soft drinks are becoming an important feature of our portfolio as consumers continue to trade up on quality and switch to healthier soft drink options.”

“The move potentially offers us a huge increase in volume in the UK and the chance to penetrate markets we've been unable to target with limited resources,” added Tony Harwood. “WaverleyTBS will be carrying the full UK range of 15 flavours. We see this as a major breakthrough opportunity for our brand.”