In today’s ultra-competitive foodservice market, almost every supplier is investing in a growth strategy, but with mixed success. Despite sinking budget into more data, more campaigns and more sales activity, growth, for many, is stalling. 

From McCain to Oreo, B2C’s biggest food and drink brands have long sold one idea: we’re the only choice for you. It’s brand marketing at its best - sustained, consistent messaging that builds trust and preference way ahead of a purchase decision.

The era of expertise has arrived - and its importance is being recognised.

Fresh from being named B2B Marketing’s UK Agency of the Year, we’ve been reflecting on what’s really driving strategic performance in the Away From Home (AFH) channel right now. For Omne, dashboards provide the inputs - but it's human expertise that turns insight into impact.

Pizza is serious business. It’s one of the UK’s most loved dishes, served everywhere from high street chains to Italian independents. Arla Pro recognised that, in a crowded category, standing out takes more than just a good base. That insight led to the creation of Britain’s Best Pizza in 2023 – a foodservice-first awards programme designed to deepen brand affinity, drive operator engagement and shine a light on the ever-growing UK pizza industry. Now in its third year, the 2025 competition set out to celebrate the people behind the UK’s best pizzas. And we helped them make it happen.