Golden Red Trade Solution

Alliance experts supported the Canadian company Golden Red Trade Solutions to introduce their maple syrup brand in the UK market.

Maple Syrup: a traditional product

Since the UK has traditionally strong ties with Canada and the northeast states of the US, maple syrup is a known product that is sold in the UK since a long time. When the image of the product is going to be restyled (e.g. as a 100% natural product with health benefits), maple syrup has the competence of getting increasingly popular.

Alliance experts supported Golden Red Trade Solution with the introduction of their maple syrup brand in the UK market. Two main distribution channels were researched:

Food service

Like the rest of the world, the food service sector is highly effected by the 2020 pandemic. Distributors specialized in this sector are most desperate looking for alternative opportunities. The ones with enough financial back-up, are therefore good candidates to talk with now, for the remaining strong part of the food service sector (like hospitals) and the future recovering sales channels (e.g. restaurants). These distributors currently have the time to attack the retailers more actively, since they have more time and motivation than any distributor who is fully specialized in retail. Currently the maple syrup market in food service sector is in hand of one single player: Clarks. So, although this market segment is temporary shrunk due to the pandemic, the food service sector is actually a good market to enter right now.


Grocery sales in the UK are dominated by Tesco, Asda (Wal-Mart subsidiary), Sainsbury’s and Morrisons. These ‘big four’ have a combined market share of over 70% of the UK grocery market. Discounters have seen an increasing market share, in particular the German Aldi and Lidl, and some other local versions. The organic specialist Wholefoods from the US got its first feet on the ground in 2007, and is in particular active in and around London.

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