Eden Farm

What Eden Farm does

Eden Farm (trading as Eden Farm Hulleys) is a UK-based B2B wholesale distributor of frozen food, ice cream, and chilled products, operating as a wholly-owned subsidiary of Kitwave Group. The company runs a national distribution network comprising nine depots (Peterlee, Luton, Bradford, Sheffield, Kirkham, Dudley, Glasgow, Newport) and a fleet of more than 150 delivery vans providing six-day weekly delivery with next-day options. Its product portfolio spans frozen retail (pizza, ready meals, snacks, bakery, fish, meat), frozen catering, chilled and fresh (dairy, sandwiches, ready meals), ice cream (impulse, scooping, take-home, soft serve, desserts), soft drinks, confectionery, and grocery and household supplies, curated into dedicated core ranges and brand-specific online stores for major suppliers such as Mars, Cadbury, Birds Eye, Walls, and Chicago Town. Customers range from independent retail shops and convenience stores through large wholesalers and buying groups to high street brands, with an additional own-brand line, Farmer Jack's, in chilled and fresh.

The business operates a sales-led go-to-market model combining field-based representatives and a telesales team with a self-serve e-commerce platform at eden-farm.co.uk, supported by monthly promotional campaigns, multibuy deals, and downloadable merchandising content. Revenue is generated through wholesale supply at standard list price plus VAT, primarily on a cash-on-delivery basis, with account terms available to qualifying customers. Eden Farm has recently extended its category footprint into sweet in-store bakery via distribution of Rich's thaw-and-serve range and operates a complementary distribution partnership with CJ Lang & Son for that range.

Name

Eden Farm

Legal name

Eden Farm Ltd.

Website

http://www.eden-farm.co.uk/

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Eden Farm is a UK B2B wholesale distributor of frozen food, ice cream, and chilled products, supplying independent retailers, wholesalers, buying groups, and high street brands via 9 depots and 150+ delivery vans under Kitwave Group ownership.

Ownership category

akta.pro rank

Headquarters

HQ city

Peterlee

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Wholesale Food Distribution: Revenue generated through the sale of frozen food, ice cream, and chilled wholesale products to retailers, wholesalers, and buying groups. Products are sold at standard list price plus VAT, with payment on cash-on-delivery basis unless otherwise agreed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Eden Farm Hulleys is a UK national wholesaler and distributor of frozen food, ice cream, and chilled products. It supplies independent retailers, large wholesalers, buying groups, and high street brands through nine regional depots and a fleet of over 150 delivery vans operating six days a week with next-day delivery options. The offering spans multi-category product ranges, curated core ranges of leading brands, and dedicated online brand stores via its e-commerce platform.

Product overview

Eden Farm Hulleys is a B2B wholesale food distributor operating as part of the Kitwave Group. The company offers a multi-category product portfolio spanning frozen foods (Frozen Retail, Frozen Catering), ice cream (impulse treats, scooping, take-home, accessories, dog ice cream), chilled & fresh products (pastry, sandwiches, dairy, meats, ready meals), soft drinks, confectionery, and grocery & household supplies. Their platform includes curated 'Core Range' offerings (Impulse Core Range, Frozen Core Range, Chilled Core Range) that unite leading brands at competitive everyday prices, alongside dedicated online brand stores for major partners like St Pierre, Mars, Cadbury, Birds Eye, and Walls. The company distributes to independent shops, wholesalers, and high street brands through a network of 9 depots and over 150 delivery vans with 6-day weekly delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Farmer Jack's: Own brand chilled and fresh product line including fruits, vegetables, and prepared foods.

Products and services

• Ice Cream Wholesale ice cream portfolio covering impulse treats, scooping, soft serve, take-home multipacks, desserts, accessories and dog ice cream, sold to retailers and caterers across the UK.
• Frozen Retail Retail-pack frozen foods including pizza, ready meals, snacks, fish, poultry, meat, bakery, fruit and vegetables, potatoes, desserts and ice, supplied to retail accounts.
• Frozen Catering Frozen foods packaged for catering establishments, including party food, Indian and Chinese dishes, vegetarian lines, fish, poultry, meat, bakery, fruit and veg, potatoes, desserts and ice cream.
• Chilled and Fresh Chilled and fresh products including pastry, sandwiches and wraps, snacks, drinks, dairy, meats, ready meals, accompaniments, fruit and vegetables, desserts and pizza.
• Soft Drinks Wholesale soft drinks including energy drinks, still water, juice, squash and bottled soft drinks from brands such as Boost Energy, Tropicana and Wild Waters.
• Confectionery Wholesale confectionery and snacks from multiple brands for retail resale.
• Grocery and Household Grocery and household supplies for retailers.
• Impulse Core Range Curated selection of leading ice cream impulse brands at competitive everyday prices, featuring Mars, Magnum, Calippo, Solero, Cornetto, Smarties and Snickers.
• Frozen Core Range Curated selection of leading frozen food brands at competitive everyday prices, including Magnum, Pukka, Bisto, Kershaws, Chicago Town and Ben & Jerry's.
• Chilled Core Range Curated selection of leading chilled food brands covering dairy, meat, snacks, yoghurt, cheese, sandwiches, bread, accompaniments, pies and pastry, and drinks from brands including Lurpak, Clover, Richmond, Fridge Raiders, Rustlers and Primula.
• Online Brand Stores Dedicated e-commerce storefronts for key brand partners including St Pierre, Baker Street, Mars, Kelly's Ice Cream, Cadbury Ice Cream, Birds Eye, Aunt Bessie's, Goodfellas, Walls and Chicago Town Ristorante, allowing customers to browse and order partner ranges directly.
• Farmer Jack's Own Brand Range Own brand chilled and fresh product line covering fruits, vegetables and prepared foods, distributed under the Farmer Jack's sub-brand.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• CJ Lang & SonminorChannel Partner/ Reseller/ DistributorCJ Lang & Son serves as a distribution partner for Rich's new range of thaw & serve sweet bakery treats. The products are available through both Eden Farm Hulleys and CJ Lang & Son distributors, positioning the launch as part of the growing sweet in-store bakery market for convenience stores.
• Kitwave GroupcoreStrategic or Co-development PartnerEden Farm Hulleys is part of the Kitwave Group - an independent wholesale business with depots throughout the UK. Kitwave Group Limited is registered with company number 09892174. The group also operates Kitwave Exports for international delivery capabilities with over 40 years of global export experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Booker Group: Booker is the UK's largest foods and drinks wholesaler, serving independent retailers, caterers, and small businesses through a national cash-and-carry and delivery network. It is a direct comparable to Eden Farm in product mix and customer base but operates at materially greater scale as a subsidiary of Tesco.
• Bidfood: Bidfood is the UK's leading foodservice distributor serving caterers, hotels, restaurants, and pubs with frozen, chilled, and ambient products. While Eden Farm's frozen catering range overlaps, Bidfood operates at substantially larger scale and is foodservice-focused rather than retail.
• Makro UK: Makro operates a UK cash-and-carry and delivery wholesale business serving independent businesses, caterers, and retailers with multi-category food and non-food ranges. It overlaps with Eden Farm's product breadth and B2B wholesale motion but at significantly larger scale.

Direct peers

• Bestway Wholesale: Bestway Wholesale is one of the UK's largest independent wholesale distributors serving convenience retailers, foodservice operators, and independent businesses with a broad range of ambient, frozen, and chilled products. It is highly comparable to Eden Farm as a multi-category B2B wholesaler with national reach.
• AF Blakemore: AF Blakemore operates SPAR convenience stores, wholesale food distribution, and foodservice across the UK. It serves independent retailers and foodservice operators with frozen, chilled, and ambient products, making it directly comparable to Eden Farm's wholesale and distribution model.
• Parfetts: Parfetts is a UK symbol group wholesaler operating the Go Local and Day-Today fascia, distributing groceries, frozen, chilled, and impulse products to independent retailers. It is directly comparable to Eden Farm's independent retailer focus and multi-category offering.
• Landmark Wholesale: Landmark Wholesale is a UK buying group serving independent convenience retailers with ambient, frozen, chilled, and fresh products. It is directly comparable to Eden Farm's role as a wholesale supplier to the independent convenience channel.
• Today's Group: Today's Group is a UK symbol group and voluntary buying group for independent retailers and wholesalers. It provides members access to multi-category product ranges comparable to Eden Farm's catalogue and member base.

Emerging players

• Confex: Confex is a UK buying and marketing group focused on independent convenience retailers, offering own-label and branded grocery, frozen, and chilled ranges. It is a partial peer to Eden Farm as an indirect channel for the independent convenience market.

Regional players

• Brakes Group: Brakes Group is a major UK foodservice wholesaler distributing frozen, chilled, and ambient products to catering operators across the country. Comparable to Eden Farm on logistics and product mix, but exclusively serves the foodservice channel rather than retail.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/eden-farm-hulleys

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eden Farm