Opening Doors: A fluid relationship

The concept behind Opening Doors is to showcase a partnership between a supplier and an operator within the industry. We look at how their relationship has evolved and the benefits it brings to both businesses.

Soraya, how does Suntory work with Angel Hill?
Soraya Foroughi (SF): We’re constantly engaging with our partners at Angel Hill Food Co, sharing partnership ideas and collaboration opportunities. Most recently, we brought over 40 of their senior leadership team into our head office. We didn’t want it to be just a standard everyday meeting; it was a lot more engaging, a lot more interactive, a day full of pure collaboration.

Stephen, what did the day consist of?
Stephen Williams (SW): The guys from Suntory really did make it a fun and engaging day. In amongst the usual agenda items, we broke into a quiz with some spot prizes, which was really good.

We also had an opportunity to see some of their new product development, as well as their social media and TV campaigns. This is something that I’m very keen that we engage in because of the work that Suntory puts into its marketing activities. It’s something that we can almost piggyback on in our restaurants to help encourage sales.

It sounds like it went way beyond your standard supplier operator day Soraya…
SF: We wanted to look at how to drive Angel Hill Food Co’s total soft drinks offer, so we got them involved with a live planogram creation session led by one of our category managers. Of course, we get category-led data to allow us to see what the trends are within the total soft drinks markets, even getting down to what’s the right flavour to pair with certain meals and occasions.

Alongside the category session, one of our sustainability leads provided an insight into the world of sustainability at top line level. They shared what is to come over the next couple of years and the impact this may have on Angel Hill, along with a brand and NPD update across each of our brands – Lucozade, Ribena and Orangina.

Opening Doors is all about illustrating how a supplier can work with an operator for the benefit of both companies and, of course, the consumers themselves…
SF: For me it’s about truly understanding not just your customer but also their consumers and what their needs are. We have enjoyed significant growth and success from working collaboratively together.

I’ve had the pleasure of working with Angel Hill Food Co for the last three years, but especially over the last 12 to 18 months, which is when we’ve implemented these kind of activities. That’s when we’ve really seen the collaboration that means both of us equally win.

It’s a bespoke partnership then…
SW: Yes, and I think that’s really important. It was discussed in length at the meeting that with such a broad portfolio of business, certain products will play to certain demographics better. This means that as we go into 2026, we’re looking at a more targeted approach.

SF: We were chatting through our 2026 brand plans and it’s really exciting. There is lots more in the pipeline already.

For more info about Suntory Beverage and Food, go to suntorybeverageandfood-europe.com/en-gb/gbi.

Watch the video of the full conversation below.

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