What Brake Bros Foodservice Ltd. does

Brake Bros Foodservice Ltd., trading as Country Choice, is a UK wholesale distributor specializing in in-store bakery and food-to-go products, operating as a subsidiary of Sysco. Registered in England (No. 02035315) with its registered office in Ashford, Kent, and Country Choice headquarters in St. Paul's Cray, Orpington, the company positions itself as the UK's leading supplier of in-store bakery and retail foodservice products. Its portfolio comprises more than 326 hot food-to-go items and 10+ branded concepts — including Swan Bakery (premium display equipment plus cakes and pastries), Boston's Doughnuts, Savour It (bake-in-pack toasties, paninis, wraps), Flatstone Pizza Co., Hudson's (hot dogs and burgers), Potato Dogs, Real Cornish, The Sausage Roll Company, Stacked, Funtime, and Bake & Bite (equipment and concepts). The range spans bread, cakes and pastries, savouries, chilled sandwich fillings, cheese, potato products, fish, chicken, vegan lines, ice cream, ambient sausage rolls, and savoury pies.

The business model is B2B wholesale distribution to UK convenience retailers, forecourt operators, education and institutional caterers, and foodservice outlets, with revenue generated through direct sales under a trade-account pricing model (pricing not publicly disclosed; customers must log in). Go-to-market combines a territory-based field sales force that visits customers face-to-face with an online ordering platform supporting stored card payments and order tracking. The company bundles products with proprietary equipment (display units, ovens, kitchen essentials), free training, planograms, a gross profit calculator, marketing/POS materials, and a promotional calendar delivering deals approximately every three weeks with discounts up to 33% off list price.

Country Choice complements its product and equipment offer with CCORAL, a proprietary compliance platform supporting Natasha's Law (PPDS allergen labelling), calorie labelling, in-store documentation, training modules, and planograms. Brand-led differentiation is reinforced by a multi-channel marketing approach including the company website, Instagram/Facebook/LinkedIn presence, the Choice Cuts email newsletter, customer open days, and a food news/blog content engine. The company holds a Supplier of the Year 2025 recognition from Appleby Westward, integrates PCI DSS compliant payments via InteractiveTS, and has invested in 2025–2026 brand refreshes across Swan Bakery, Bake & Bite, and recyclable packaging — signalling continued category investment under Sysco ownership.

Name

Brake Bros Foodservice Ltd.

Legal name

Country Choice

Website

https://countrychoice.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Country Choice (Brake Bros Foodservice Ltd.), a Sysco subsidiary, is the UK's leading wholesale supplier of in-store bakery and food-to-go products, serving convenience retailers, forecourts, and foodservice operators via field sales and online ordering.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Bakeries and Tortilla Manufacturing (3118), Snack Food Manufacturing (31191)

SIC

Wholesale-Groceries, General Line (5141), Bakery Products (2050)

akta.pro primary industry

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

akta.pro secondary industries

Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC), Grab-and-Go Packaging, Merchandising & Food Safety Programs (Retail Ops) (CRAHAKAL)

Keywords

• Foodservice wholesale distribution
• In-store bakery supply
• Food-to-go products
• Bakery equipment supply
• Convenience retail supply

Headquarters

HQ city

Orpington, England

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Foodservice Wholesale Distribution: Country Choice generates revenue through wholesale distribution of in-store bakery and food-to-go products to retail and foodservice outlets across the UK. Products include bread, cakes, pastries, savouries, hot food, equipment, and branded concepts. They operate on a B2B model where customers place orders through field sales representatives or online ordering system.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Brake Bros Foodservice Ltd. operates the Country Choice brand as the UK's leading supplier of in-store bakery and food-to-go wholesale products, serving convenience retailers, forecourts, and foodservice operators. The company distributes a comprehensive range of branded bakery products, hot food-to-go items (over 326 SKUs), chilled goods, equipment, and display units, supported by field sales, online ordering, and compliance tools. Operating as a Sysco company, it provides end-to-end solutions including products, equipment, training, marketing materials, and regulatory compliance assistance.

Product overview

Country Choice is a UK-based food-to-go and in-store bakery wholesale supplier operating as part of Brake Bros Foodservice Ltd. and Sysco. The company offers a comprehensive portfolio of branded food products and equipment solutions organized across multiple sub-brands: Swan Bakery (premium display equipment and cakes/pastries), Bake & Bite (display equipment), Boston's Doughnuts, Savour It (hot toasties/paninis/wraps), Flatstone Pizza Co, Hudson's (hot dogs/burgers), Potato Dogs, Real Cornish, The Sausage Roll Company, Stacked, and Funtime (sweet treats). The product range spans hot food-to-go (326+ items including breakfast components, pizzas, burgers, sauces), bread and bakery products, cakes and pastries, chilled sandwich fillings, cheese, potato products, fish, chicken, and vegan options. Supporting infrastructure includes CCORAL (allergen/recipe compliance platform), online ordering with stored card payments, and marketing/POS materials. Equipment offerings cover display units, ovens, and kitchen essentials. The company serves retail convenience stores, forecourts, and foodservice outlets across the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Swan Bakery: In-store bakery display and equipment brand with refreshed premium design featuring sleek black wood and vibrant colors
• Savour It
• Flatstone Pizza Co
• Hudson's
• Potato Dogs
• Bake and Bite
• Real Cornish
• The Sausage Roll Co
• Boston's Doughnuts
• Stacked

Products and services

• Hot Food-to-Go Range Over 326 items of hot food-to-go products including ready-to-bake toasties, paninis, wraps, pizzas, burgers, hot breakfast components, and accompaniments for retail and foodservice outlets across the UK.
• Bread Products In-store bakery bread range including speciality breads, baguettes, and Viennoiserie products distributed to convenience retailers and foodservice outlets.
• Cakes and Pastries Sweet bakery range including premium muffins, Viennoiserie, savoury bakes, and seasonal pastry products for in-store bakeries.
• Swan Bakery Premium in-store bakery brand featuring cakes, pastries, bread, sweet treats, and modular display units (Swan Bakery 500 and 1000) with entry-level units, confectionery displays, and ovens.
• Boston's Doughnuts Brand featuring a range of doughnut products for retail food service, positioned as a premium bakery treat offering generating incremental revenue for convenience stores.
• Savour It Hot food-to-go brand including bake-in-pack toasties, paninis, wraps, burritos, and ciabattas, with products arriving ready-assembled in ovenable film packaging.
• Flatstone Pizza Co Pizza concept brand providing stone-baked style pizzas suitable for foodservice and retail in-store bakery settings.
• Hudson's Hot dogs and burgers brand offering hot dog sausages, baguettes, and a range of sauces including ketchup, mustard, barbecue sauce, and burger sauce for food-to-go operations.
• Potato Dogs Brand featuring potato-based hot food products combining potato and sausage elements for grab-and-go occasions.
• The Sausage Roll Company Specialist brand focused on sausage roll products including ambient sausage rolls with extended shelf life.
• Stacked Food-to-go concept brand with products designed for stacked or layered food presentations.
• Bake & Bite Equipment and concept brand offering display stands, ovens, and point-of-sale solutions for in-store bakeries and food-to-go operations.
• Equipment and Display Units Bakery and food-to-go equipment including Swan Bakery display units (500 and 1000), entry-level units, 2-tier confectionery units, Floor Standing Display Units (FSDU), Countertop Display Units (CDU), baguette dumpbins, and baking ovens (compact 4-tray and standard 3 or 4-tray).
• Complete Sandwich Fillings Chilled ready-to-use sandwich fillings including chicken mayonnaise, coronation chicken, chicken tikka, egg mayonnaise, tuna, prawn, cheese, and crab flavour salads.
• CCORAL Compliance Platform Allergen and recipe management solution helping food businesses stay compliant with Natasha's Law and calorie labelling regulations. Provides in-store documentation, training modules, and planogram support.
• Online Ordering Platform Customer portal for online ordering with stored card payment facility, order tracking, and personalized account management for registered trade customers.

Quantifiable outcome

• Up to 40% margin for retailers on bakery products
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bestway Wholesale: UK's largest independent wholesale group serving symbol groups and independent retailers, including Bestway Retail. Comparable B2B wholesale model with broad grocery and foodservice range.
• Creed Foodservice: UK independent foodservice wholesaler supplying restaurants, pubs and care homes. Comparable regional foodservice distribution with similar customer mix and product range.
• JJ Foodservice: UK foodservice wholesaler offering broad ambient, chilled and frozen range with online ordering. Comparable B2B foodservice distribution model with similar product breadth and digital ordering capability.
• AF Blakemore: SPAR UK wholesaler and franchise operator serving convenience stores across the UK. Directly comparable in symbol group supply, foodservice distribution, and convenience retail support.
• Bidfood: One of the UK's largest foodservice distributors (Bidcorp subsidiary). Directly comparable UK foodservice wholesale operations serving restaurants, pubs, and foodservice outlets.
• Booker Group: UK wholesale supplier to convenience retailers and symbol groups (Tesco subsidiary). Direct peer as a B2B foodservice/convenience wholesaler serving the same customer segments with overlapping categories.
• Nisa (Co-op): UK symbol group wholesale and retail platform serving independent retailers (now part of Co-op). Comparable supply and support proposition to independent convenience retailers.
• Landmark Wholesale: UK symbol group wholesaler serving Costcutter, Mace and other independent retail groups. Comparable symbol group wholesale model with focus on convenience and independent retail supply.

Regional players

• Pallas Foods: Ireland-based foodservice distributor (Bidcorp). Comparable foodservice wholesale model in adjacent UK/Ireland geography, serving hotels, restaurants and catering with similar product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CountryChoiceUK
• LinkedInlinkedin.com/company/brake-bros-foodservice-ltd-
• Instagraminstagram.com/countrychoice_uk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Brake Bros Foodservice Ltd.