As a chef or caterer, you know the value of reliable ingredients and trusted products. That’s exactly why we developed CHEF Assured — a foodservice-only brand created by industry professionals who understand what it takes to deliver consistency, quality and value day after day.

A Range You Can Rely On

CHEF Assured offers over 300 products across ambient, chilled and frozen — each one designed to meet the challenges of a busy kitchen. From store cupboard staples to specialist cleaning solutions, every product is made for performance and value.

All products are benchmarked against leading brands and tested by experienced chefs, so you get dependable quality without the premium price tag.

One Trusted Brand. Three Professional Solutions

The CHEF Assured family covers more than just food — we’ve developed a complete kitchen solution across three clear ranges:

CHEF Assured

High-quality, everyday products that offer consistent results and strong value. Perfect for chefs who need ingredients and goods that work hard in any service.

CHEF Prestige

When a product truly stands out, it earns a place in our CHEF Prestige premium range. These items are designed to help you deliver impressive plates with ease.

One great example: our Supercrispy Gourmet Chunky Chips. With a crispy coating that keeps your fryer cleaner and a light, fluffy centre, they stay crispy for longer and cater to a wide range of dietary needs — they’re both vegan and gluten-free.

CHEF Hygiene

Professional-grade hygiene and janitorial products such as washing up liquid, bleach and floor gel all designed to help you maintain high standards with less hassle.

Real Value, Every Day

CHEF Assured isn’t just about quality — it’s about smart spending. Our products are a cost-effective alternative to big brands, giving you more room to manage your budget without cutting corners.

Everything in the range is built for ease and efficiency, so you can focus on what really matters — great food and happy customers.

Tried, Tested and Award-Winning

CHEF Assured products are continually tested against market leaders to ensure they meet the high standards chefs expect. Many have been recognised at the CCM Chefs’ Own-Brand Awards and consistently perform well in blind taste tests.

Take our CHEF Assured Baked Beans. They’re a favourite among caterers thanks to a high bean-to-sauce ratio, consistent quality and excellent hold — ideal for breakfast bars and large service settings.

Products That Work Wherever You Do

Whether you’re running a café, hotel, school kitchen or care home, CHEF Assured has the right tools for the job:

• Cafés and coffee shops: Try our award-winning Lemon & Raspberry Frangipane or Gluten-Free Chocolate Brownie.
• Education and healthcare: Our low-sugar beans meet school and care home guidelines without compromising on taste.
• Pubs and restaurants: Elevate your menus with versatile ingredients like our UK-made mushy peas — perfect on their own or in recipes like pea and ham soup or fritters.

Consistent Performance in Every Product

From washing up liquid to frozen vegetables, everything is built to perform in high-pressure environments. Our frozen veg, for example, is harvested and frozen within four hours at a state-of-the-art factory in Belgium. This locks in nutrients and freshness, all year round.

Available in 1kg and 2.5kg packs, they’re ideal for steaming, stir-frying or microwave cooking — and they help reduce prep time and waste.

Innovation That Keeps You Ahead

We’re always working on what’s next. Our development pipeline ensures new products are added regularly, helping you stay relevant, creative and efficient in the kitchen.

CHEF Assured also includes standout products like our award-winning washing up liquid and CHEF Prestige coffee — designed to perform, priced to impress.

Foodservice Only, Through Independent Wholesalers

CHEF Assured is exclusively available through The Wholesale Group’s independent wholesalers. That means you won’t find it on retail shelves — just where it belongs: in professional kitchens.

Ready to Explore the Range?

To find out more about the CHEF Assured range and see how it could support your kitchen, speak to your local sales contact or download our product brochure for full details.