Threshers to roll out Flavour in-store magazine

Threshers Group is to publish a magazine called Flavour to support its expansion into the convenience-store market.

The magazine is being introduced into 750 branches this month and will be delivered to 100,000 homes in the vicinity of its 11 convenience stores, branded threshers+food. Flavour, which is a 52-page quarterly glossy magazine, will feature product listings alongside customer competitions and lifestyle features, such as a guide to the UK's best beaches and tips on barbecue food. Its look was designed by Red Lion and is written by copy agency Cherry in conjunction with Thresher's in-house editorial team.

Thresher Group owns about 2000 stores, half of which are Thresher-branded.

Other chains owned by the group include Victoria Wine, Bottoms Up and Wine Rack.

Since March, the company has been in the process of converting selected stores into threshers+ food outlets. In addition to alcoholic and soft drinks, threshers+food also offers upmarket food solutions such as Leaping Salmon meal kits.

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