Fini has secured its first listing with Bestway Wholesale, placing 10 SKUs across 55 Bestway depots nationwide in what the confectionery brand calls a significant milestone in expanding its UK wholesale footprint.

The range sits entirely at a £1.25 recommended selling price, a structure aimed squarely at independent retailers running price-marked packs in impulse and treat occasions. The listed lines include six Fini Tubes variants — Sour Strawberry 140g Halal PMP, Rainbow 140g PMP, Inside Out Strawberry 140g PMP, Inside Out Raspberry 140g PMP, Sour Apple 140g Halal PMP and Sour Rainbow 140g PMP — alongside two Doy Packs, Cinema Mix 140g PMP and Wonder Mix 140g PMP, and the newly launched Mini Mochis Fruits 90g and Mini Mochis Berries 90g.

The commercial case Fini brings to the table is measurable, not merely asserted. Circana data covering the total UK market shows Fini among the fastest-growing sugar confectionery brands over the latest 52-week period, with value growth of +30 per cent in the latest quarter, according to the figures dated 15 April 2026. What the disclosure does not include is absolute revenue or volume, so the base from which that growth is calculated remains undisclosed — a relevant caveat when weighing the brand's scale against incumbents in the fixture.

Fini is backing the listing with retail-facing activation rather than relying on shelf placement alone. The company has funded a front-of-depot feature with Bestway to raise retailer visibility, plus large-scale sampling across key depots centred on the Mini Mochis line, using a mochi-themed sampling car to drive retailer engagement and trial. For a 10-SKU listing, the activation spend signals Fini intends to defend the space rather than treat the listing as passive distribution.

For Bestway, the deal adds a growth brand to the sugar confectionery fixture at a single price point that simplifies range architecture for independent retailers. Two of the Tubes lines carry Halal certification, widening addressable shopper demand in the independent channel.

Steven Greaves, Managing Director UK and Ireland at Fini, framed the listing as a distribution play with clear category logic. "Securing our first listing with Bestway is a significant milestone for Fini in expanding our UK wholesale footprint," he said. "Independent retailers are looking for confectionery ranges that deliver strong value, standout shelf appeal and something genuinely different for shoppers."

Greaves said the listing combines the brand's strongest performers, from the Tubes range to the newly launched Mini Mochis, giving retailers a range that supports impulse, sharing and treat occasions.

"Our growth over the past year shows there is a real appetite for sugar confectionery that goes beyond the traditional offer," Greaves said. "Through Bestway, we're making Fini more accessible to retailers nationwide, while supporting the launch with impactful in-depot activation designed to drive awareness, engagement and trial."

The push into Bestway follows a period of building momentum for the brand in UK grocery and convenience channels. The question for the coming quarters is whether depot-level activation and a £1.25 price ladder convert the disclosed 30 per cent quarterly growth into sustained share gains within the UK sugar confectionery category, where measured value contribution still depends on repeat retail throughput across the 55-depot estate.