The Country Range Group has fortified its growing own brand portfolio with the launch of a new cleaning range under the Clean Range Pro brand.
The roll out will see the 40 existing Country Range professional cleaning products refreshed under the Clean Range Pro branding with four new products also being launched to further strengthen the portfolio.
Arming foodservice professionals with the ultimate tools to keep every area clean, protected and food-safe, the new products available to caterers include a Purple Beerline Cleaner 5l, Oven & Hob Cleaner 750ml, Machine Dishwash Detergent 20l and Bactericidal Washing Up Liquid 5l.
Improving product visibility and consolidating the Group’s hygiene and cleaning offering, the innovative approach takes the packaging more in line with the Country Range brand following the refresh in 2024.
The new packaging is colour co-ordinated, adhering to the British Institute of Cleaning Science’s colour coding system, and includes QR codes on the product labels that link directly to safety data sheets for full product and usage information.
For ease of use and clarity, the brand is split into four areas: Washroom (including bleach, toilet cleaner etc), Food & Bar (including hygiene products, dish detergent etc), Low Risk (including laundry detergent, hand wash etc) and Tools of the Trade (mops, cloths, tea towels etc).
The brand’s new mascot – the Clean Ranger – will provide extra visibility, character and marketing potential as it looks to supply, support and celebrate the unsung heroes working professionally cleaning across foodservice.
The brand will launch with a Stir it up magazine competition open to all CRG member wholesaler customers to win a professional kitchen deep clean, perfectly timed for the start of the busy summer season.
Commenting on the launch, Country Range Group Marketing Manager Rachel Porter said:
“Behind every delicious plate of food or drink there is a whole army of unsung heroes keeping foodservice environments clean and safe for diners and guests. Clean Range Pro has been specifically created for them. Offering powerful, reliable cleaning solutions, we’re confident Clean Range Pro will be as hard-working and effective as the thousands of foodservice heroes who will be relying on them.”
About the Country Range Group
With over 30 years of heritage servicing the UK & Ireland’s innovative foodservice sector, the Country Range Group is made up of 17 member businesses and 19 wholesaler – Birchall Foodservice, Blakemore Foodservice, Brook Street Foodservice, Country Valley Foods, Crowndale Foodservice, Dunns Food and Drinks, Europ Foods, First Choice Foodservice, Harlech Foodservice, Henderson Foodservice, King Brothers Foodservice, Kitwave (including Creed Foodservice, Total Foodservice and WestCountry), McClures, Savona Foodservice, Trevors Foodservice, Valley Foods, Waterdene Foodservice.
In addition to offering the leading brands from around the globe, the Group also offers a comprehensive own brand portfolio under Country Range, Signature by Country Range, Country Range Professional, Catering Essentials and Clean Range Pro.
Widely recognised by caterers as trusted and reliable brands that deliver consistent quality and value for money without compromising on taste and flavour, the 700 plus products are all developed exclusively for professional caterers and cover grocery, chilled, frozen and non-food.
The Group publishes its trade magazine Stir it up 9 times a year, which features the latest food, drink and industry news, Country Range brand promotions and in-depth trend reports and sector specific guides to support and inspire all foodservice caterers.
The Country Range Group has also entered into a three-year charitable partnership with The Natasha Allergy Research Foundation. The unique partnership will see the buying group and its members work alongside the charity to raise compassion, understanding and crucially, vital funds, to help make food allergy history.
