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secrets of supercheap shopping s01e01 skyfire
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00:02For decades, the big-name supermarkets have dominated the high street.
00:06A weekly shop for us is, like, way more than it was last year.
00:10But now the game has changed. Wallets are shrinking.
00:15Do you like a bargain? Like, is that a question that anybody needs to seriously answer?
00:20And prices are soaring.
00:22It's scary when I'm walking up to the tills.
00:26Enter the discount disruptors.
00:28We take on the supermarkets by removing the friction.
00:32It's Christmas!
00:34Cost of living prices, it's affecting everybody and we try and make it a little less painful.
00:40It's all about being cheaper than everyone else.
00:44They're making your shopping seductive.
00:47We'll take it to marketing and they will start to sexify it.
00:50Catching your eyeline byline.
00:52This is what's known as a shopper stopper.
00:54And tantalising your taste buds with the latest trend jacking.
00:57We sold 30,000 last week. Finger on the buzzer.
01:01Shall we be telling?
01:05I order from here.
01:07From budget brilliance.
01:09See these milkshakes for the kids, they're a bargain.
01:11To next big things.
01:13This one is an all-time cracker.
01:15They're taking us beyond the shelves.
01:17I don't like the supermarkets, we're no fancy shelving, we're no big signs, it's no frills of us.
01:22And behind the scenes.
01:24This is where it all happens.
01:26It's a box of six bars for a panic.
01:29Yeah, I like it.
01:30To reveal the secrets of super cheap shopping.
01:34The bigger the sign, the cheaper the price, the more it's gonna sell.
01:39You can beat the supermarkets.
01:46Coming up, the daddy of discount.
01:49This is one of our star items, you old umbrellas.
01:52And former boss of Pound World is back with a new bargain business.
01:56It's everyday stuff.
01:58We just make sure we focus on this all the time.
02:01So I love you and me.
02:03Oh, bless you.
02:04A one-woman super force shares her secrets for taking on the supermarkets.
02:09I start at half past six in the morning.
02:12I answer people's messages in Bocarder den.
02:14The old-fashioned way of.
02:18And the discount retailer that's shaking things up by selling premium products for a penny.
02:24We call it a science.
02:26Science of surplus.
02:33Across the country, we're all cutting back and tightening our belts.
02:37And in Yorkshire, the renowned home of the thrifty,
02:41there's a rapidly expanding discount business
02:43that's tackling the big five supermarkets head on.
02:47There's always a market for value for money.
02:49And it's all about being cheaper than everyone else.
02:52Meet Chris Edwards, aka the daddy of discount.
02:56Chris has been in the discount game for over 50 years.
02:59And in 2003, he started Pound World that was sold in 2015 for 150 million.
03:06How much?
03:07When we did sell Pound World, we actually had 320 shops.
03:14The new owners didn't have Chris's pound game pizzazz.
03:18And Pound World went into administration three years later.
03:21This is Chris in 2018, next to one of his shuttered shops.
03:26I'm sad.
03:27Deep down, I'm sad.
03:28What happened to our business?
03:30Pound World may have bitten the dust, but there was already something brewing in Chris's head.
03:34We got together and said, let's go, start all over again.
03:38I feel I'm bonkers, but it's just in my blood.
03:40It's something I just want to do, and I also feel we can do it.
03:43And he has done it, because that germ of an idea is now giving the supermarkets a proper
03:49run for their money.
03:51The shopping mall shops, I know they're going to get value for money.
03:55The business was originally called One Below.
03:59The maximum price was always going to be a pound.
04:01But then we realised we couldn't hold the prices at a pound.
04:05So we changed the name from One Below to One Beyond.
04:07Because everything, with inflation and everything, the pound game, as we call it, is more or
04:12less finished.
04:13One Beyond is currently the fastest growing value retailer in the UK.
04:19Happy 90s.
04:20Oh, God, thank you.
04:21Cheers.
04:23With nearly 120 stores and lots of bargain-bagging customers.
04:28Nowadays, you have to buy things which are more affordable.
04:31I think you can trust that it's going to be cheaper than a main supermarket.
04:35It's got the everyday stuff that you always need that you never think of.
04:39People shop here for a lot of different reasons.
04:42But saving a few quid is number one on most people's lists.
04:47Sometimes in a supermarket you might get a deal, but generally things here are sort of
04:51cheaper overall.
04:52What I find frustrating in supermarkets is that the cheap stuff is always on sale as a
04:56special, whereas here everything is always cheap all of the time.
05:01The store sells everything from post-it notes to pet products for fashion-conscious canines.
05:07Look at that.
05:08Chewy buton.
05:10Ah!
05:12In here, you can get a USB charging cable for £1.50.
05:17That's a fraction of the price of the cheapest supermarket.
05:20Face wipes, two for a quid, a 45% saving on the supers.
05:25And reading glasses, so you can see bargains better, for just £1.50.
05:30That's over 60% less than the cheapest of the big five.
05:35Nice!
05:38Today, Chris is popping in to inspect one of the five Leeds branches with one of his senior
05:43team, Damon.
05:44This is a typical Mumbion store.
05:48This has always been one of our star items, the old umbrellas.
05:52I first started selling these on Wakefield Market in the 70s.
05:57It was a good seller then as they are now.
05:59And when it's raining outside, we're attending all the stores in order to wheel the stand
06:02out so people again can see through the window and say, it's getting wet, let's have an umbrella.
06:07A major differentiator with the big supers is the emphasis on the first aisle the shop
06:12has walked down, which is where in every store you'll find the first aisle regular sellers.
06:19Everything's repetitive, because it's regular, it's everyday stuff.
06:23It's cheaper than most places, so we just make sure we focus on this all the time.
06:28If you get them to get one or two items in a basket, they'll more likely shop the old
06:33shop.
06:33If they get past this aisle and they haven't got nothing in the basket, then we haven't
06:38done our job very well.
06:38So all the best sellers, the regular sellers, are all in the first aisle.
06:44One thing this shop does much louder and prouder than most supermarkets is saturate the store
06:49with some serious signage, shouting out the low, sorry, amazing prices.
06:56Retailing is make the customer aware of what you've got.
07:00And the bigger the sign, the cheaper the price, the more it's going to sell.
07:03There are star buys here and price drops there.
07:07And shelf talkers, small signs placed below products, help with the sell as well.
07:12This is a shelf talker, amazing value, this price is very clearly marked, and it's just
07:19to attract and we just keep trying to get the sales going in any shape or form.
07:25In all the shops, we have one section that's seasonal.
07:30The seasonal stuff, that's what people come in for.
07:34And we give them special offers, trendy items.
07:37It's all rammed into one shop and there's so much thought process, it's got to go into
07:41it.
07:41We're working on every shelf every week.
07:44When it comes to the science of the shop floor layout, you might say Chris is the Albert
07:49Einstein of retail.
07:50And what's retail, Chris?
07:53Retail is detail.
07:57Whilst Chris is busy enticing shoppers into his hundred plus high street stores, over
08:02in Greater Manchester, another company taking on the supermarkets to save the shopper money
08:07is Discount Dragon, where customers buy online and have their goods delivered straight to
08:12their door.
08:15Perfect job, rip bag, I know where that's going.
08:19Butts Mill in Wigan was once a bustling Lancastrian cotton mill. It's still bustling today.
08:26We had a promotion where we sold 60,000 ready meals in 24 hours.
08:31But the rows of weaving machines have been replaced with rows and rows of pallets, all stacked high
08:37with bargain buys.
08:39Chicken tikka masala coming out of our ears.
08:44This is Discount Dragon's home in the warehouse, or the dragon's lair, as some people call it.
08:49We get deliveries every single day.
08:51It could be anything from dishwasher, tablets, to chocolate bars, to chewing gum.
08:58The company employs around 100 people, from product pickers...
09:02Oh, we have big orders!
09:06When we have big orders, you have to...
09:09mmm, mmm, push in.
09:13...to pallet pushers...
09:14Probably the most amount of pallets I've had in a day, well over a hundred and twenty.
09:19You're just on your feet all day.
09:20..and the odd pampered pooch.
09:22Oh, Teddy, you're getting all the attention.
09:26Imagine if he gets a job off the back of this.
09:29With the lift in constant use, the stairs keep everyone fit.
09:36It's good to get your steps in.
09:38Do you know what? I do Stairmaster at the gym sometimes.
09:41I do, like, 50 floors. There's nowhere near as hard as this.
09:45Ugh.
09:48The business model is simple.
09:51The company buys surplus stock from manufacturers and retailers
09:55at heavily discounted prices.
09:57We're able to buy surplus stock at a great price
10:00because it could be discontinued, it could be close to best before date,
10:04it could be a seasonal product.
10:05And here, SOS isn't just an ABBA classic.
10:09So we call it a science.
10:11The science of surplus.
10:13The business is the brainchild of MD Wayne Kirsch.
10:17The cost of living crisis, well, it's affecting everybody, isn't it?
10:21And we try and make it a little less painful.
10:24Wayne's been buying and selling online for nearly 30 years.
10:29That's Nero, black Labrador, nearly four years old.
10:33Love Labradors.
10:34Our previous dog was called Nando.
10:37What do you call him Nando?
10:38And, like, check you.
10:40Funnily enough, we sell the source.
10:45My early life selling online was all about eBay.
10:48I was absolutely eBay obsessed.
10:51And four kids' telly characters.
10:53Tinky Winky, Dipsy, La La and Poe, still remember.
10:58Proved to be his first money spinner.
10:59I actually got a tip off from someone in America to say that they're selling for $100 per set of
11:06fours.
11:07I think they were about 20 quid, 22 quid in Argos.
11:10I got the $100 when I sold them.
11:13All of that quids in.
11:14Cindy, if you're watching this in California, thank you very much for the advice that you gave me 27 years
11:20ago.
11:22The idea for the business came in 2022, and a chocolate bunny was the catalyst.
11:29We sold candles for five, six years.
11:32And then one day a supplier rang us up.
11:35Do you want to try some lint bunnies?
11:37Yeah, we'll give it a go.
11:38Why not?
11:39And within two hours, we'd sold these lint bunnies.
11:42And it went from chocolate to crisps to just about anything that you could put in your mouth to eat.
11:48Lunch test.
11:51And Discount Dragon was born.
11:54And today, the business delivers heavily discounted food and drink to more than 20,000 customers a month.
12:02I order from here, regular.
12:05With prices, they say, are up to 60% below what you'd pay at supermarket tills.
12:11So how do they do it?
12:15Chief Operating Officer Paul Simpson is overseeing the day's new arrivals.
12:21We've just had quite a big delivery of stock coming this morning.
12:24Perfect.
12:25How many more have you got to bring up?
12:27Ten more pallets.
12:30Foreign language labelling can sometimes be a reason food products can be snapped up cheaply.
12:36So this is a really good example.
12:38It's literally just come in now, which is in Hebrew, I believe, and it's actually sardines.
12:43Here's a really interesting one.
12:45It's Oreo flavoured Coke, but it's made for the Chinese market here in the UK.
12:51And because it's in Chinese writing, you know, it can't be sold in the normal retailers.
12:56So we'd be selling this for £11.99 for a case, and it'd normally be £24.
13:01Another way the company keeps prices down is to sell products that have gone beyond their best before date, or
13:07BBD for those in the know.
13:09Best before date for these bars was last month, which is completely fine, completely safe, completely legal to sell.
13:16Best before date is literally just a guide for retailers on when the product is at its absolute optimum quality.
13:24It's not unsafe to eat, unlike use-by dates, which on things like milk, chicken, meat, et cetera, it's illegal
13:32to sell beyond use-by and unsafe.
13:34Whereas best before date, it's just a guide.
13:38Not everything is perfectly packaged.
13:41You know, you don't normally see juicy fruit chewing gum like that.
13:44But what we'll do is take it to marketing, and they will start to sexify it.
13:47Yeah, you heard it right. He did just say sexify.
13:49What I mean by sexifying is just really make it jump out to customers when they go on the website.
13:55Chief sexifier is marketing assistant Sarah.
13:59I've got two products for you to work your magic on.
14:02There you go.
14:07We don't have any physical stores, so our shop front is online, so therefore it is paramount that our pictures
14:13look the best that they possibly can.
14:15This is a photo I've just taken in our studio.
14:18So once I've generated that image, I'll upload it into the site and then move on to sexifying the next
14:24product.
14:25We'll leave you to your sexifying, Sarah.
14:31Coming up, Dawn takes on the big five with her bargain meat packs.
14:36We take on the supermarkets by removing the friction.
14:39You can choose exactly what you want to your kitchen table.
14:42It's as easy as that.
14:44In Wigan, it's all about the one-penny deal.
14:46Each day we run our in-for-a-penny promotions where you doubt to be a genius.
14:51What is it? It's products for a penny.
14:54And Chris is on the lookout for the next big thing before the supermarket's gotten on.
14:59Every so often, whether it be a toy item, whether it be a kitchen item, there's always something going on.
15:03And if you're good at your job, you're on it.
15:10Across Britain, we've all noticed that a visit to the supermarket is hitting us harder in our pockets.
15:16The supermarkets are definitely not on our side.
15:20Don't anything laying golden eggs these days, but they might as well be the price of them.
15:26And one product is particularly pricey.
15:29Prices of meat have just insanely increased over the last few years.
15:36Rural Wales is perhaps an unlikely location for a meaty food fight with the Big Five supermarkets.
15:42But one woman here is really taking it to them.
15:49Hello, Dom speaking.
15:51Just a second.
15:53Right, what we have in love?
15:55Five rump, sirloin, the chicken steaks.
15:57That one for £40, is it?
15:59I've got it, my lovely, yes.
16:00Oh, I love your meat.
16:02Oh, bless you.
16:05So that will be £46.99 with delivery.
16:08Yeah, that's no problem.
16:10AKA Dawn Brightwell.
16:12The super force that is Dawn's Bargain Meat Packs.
16:15That's one order complete for the day.
16:17Many more to come.
16:19I start at half past six in the morning, that's every morning.
16:23Having a quick cup of tea and having to catch up on last night's messages because overnight it's so busy.
16:29There's even messages coming from me, orders at two, three o'clock in the morning.
16:33Bradford Last Dawn has a refreshingly low-tech approach.
16:36I answer people's messages and book orders in the old-fashioned way.
16:40Let's keep all the costs down and then the consumer at the other end can benefit from the low price.
16:46Dawn works with the wholesalers and uses a social media page to post their meat offers and prices.
16:52And the orders that come in are packed by her son Tyler at the wholesalers in Yorkshire that supplies all
17:00the meat.
17:02Deliveries come from the back door there.
17:05Beef there, etc.
17:06Lamb, gammon, chicken, pork.
17:10That's how we roll in the fridge.
17:13Anyone that knows meat, not to be a brainiac or a genius, you can tell that's a nice bit of
17:19ribeye steak.
17:20It's got a nice bit of fat in it there and that'll eat absolutely splendid.
17:25The meat business is in Dawn's blood.
17:27Bacon butty time.
17:29From a young girl, I was brought up in the butchering world as my dad was in his own.
17:34Bear with me. Hello Dawn speaking.
17:36Yeah, no problem, just bear with me.
17:38I'm just going to the office now, one moment.
17:42No worries, take your time, you're all right.
17:44How are you doing, love? Are you all right?
17:47Another order.
17:49This is how you have to run every day.
17:51Basically, as I was born into the butchering world, so to speak, my dad was a butcher and I was
17:57brought up with it continually.
17:59Worked with my dad for absolutely years and years and years.
18:03And when social media became a thing, Dawn spotted an opportunity.
18:08I decided just one day, what if I picture some little bits of meat on the block where we was
18:13working, me and my dad, and show the public that if we put that, that and that together, they could
18:18have it at this certain price.
18:19I got eight sales straight away from me doing that, and that's where it was born.
18:25And that idea for selling meat on social media has now expanded into a nationwide network for meat lovers.
18:32What address, love, are we going to?
18:34Sorry.
18:36Sorry, yeah.
18:37That Dawn runs from the farmhouse she shares with her husband, Terry, who loves his grub.
18:43As long as I get better, I'm happy.
18:45If I don't know, tell me who.
18:48And daughter-in-law, Nelly, who helps with the business.
18:52Just see if you can pull him up on that while I deal with these orders, love, please.
18:56I know you're waiting for a delivery today.
18:59We are just waiting on the fresh chickens to arrive.
19:01What time is your barbecue for, darling?
19:04I'll put leads on the first run for him.
19:06Right, we can get leads on the first run, love.
19:08Bye, love, bye-bye.
19:10Can you be checking orders with them?
19:12Have where? Can I have my case? Have an incident?
19:16I don't know, baby.
19:18The key to Dawn's low prices is something called forecast fallout.
19:23That's a new one on me. Over to you, Dawn.
19:27Forecast fallout.
19:29Supermarkets, for instance, would anticipate that in springtime they would sell a lot of land.
19:34But they would probably overbuy for their supermarkets.
19:38But that would now become a reduced cost to our wholesalers, what they haven't sold at that time.
19:44Hello, Dawn speaking.
19:46It's what, love? Which park?
19:48Just one second, darling.
19:50So I'm getting pen and paper, hold on.
19:53Fizzy woman is our Dawn.
19:55The forecast fallout is them legs of lamb.
19:58We can sell them as a cheaper product by boning out and doing us minted lamb kebabs in this time
20:03of year.
20:06You've heard of freedom fighters, but our Dawn's a friction fighter.
20:11We take on the supermarkets by removing the friction from having to travel to supermarkets, having to queue and having
20:18to look on the shelves.
20:19It's the personal touch, the personal service.
20:22You can just simply go on social media and contact me and choose exactly what you want to your kitchen
20:28table and it will be there delivered to you within a 48 hour timescale.
20:33The weirdest message I've ever had, Dawn, I bought some sausages yesterday, I'm just wondering, we're cooking them in the
20:40microwave, can you tell me how long you would cook them sausage in the microwave for?
20:43I said I'd never done them in a microwave, being as polite as I could.
20:47But hey-o, am I to know? Yeah, absolutely crazy some people.
20:54Dawn's sales strategy is similar to Discount Dragons.
20:57She uses discounted cuts left over at the wholesalers, often after they've supplied supermarkets and high streets, and creates meat
21:05bundles that comply with the usual food industry standards, and always come with a snazzy title.
21:12We've done Chicken Fillet Evan, Bargain Buster, Razzler Dancer, BBQ Fandango with last week's offer.
21:19And Tyler's on standby to put together a brand new bundle, which is a mix of UK and imported products.
21:27Hello.
21:27Hello, love, are you alright?
21:29Not so bad, are you?
21:31Yeah, I'm alright, love. Right, I've thought about what pack we could do this morning.
21:35Right, so, a kilo of belly slices, a kilo of black garlic sirloin steak, do you agree with that?
21:42Yeah, yeah.
21:43Black bean chicken stir-fry sizzler.
21:46Stir-fry, yep.
21:47Some tandoori pork chops.
21:48And a kilo of sausage.
21:50Kilo.
21:51And that's it, I think, on that pack, because we can do that, believe it or not, at that 50
21:55quid mark, and I think it'll go well.
21:56Right, I've got that marked down now.
21:58So, would you execute me that pack, love, and send me a picture as soon as you can?
22:03Certainly will do.
22:04Alright, love, thank you.
22:05No problem.
22:06Bye, love, bye.
22:07Bye, bye.
22:08Better crack on.
22:10That will be sent within the next half an hour to my mobile phone, then that will be uploaded straight
22:15to my social media site with the price on for people to order it for delivery.
22:20That's how that process works.
22:23Right, time to chow down on those bacon butties.
22:26Brown sauce, of course.
22:29What's the verdict, Terry?
22:31You don't know your mission.
22:32You don't know your mission.
22:37You don't know your mission.
22:38You don't know your mission.
22:38As a nation of shoppers, we're all trying to cut the cost of our weekly shop.
22:42And a hundred miles away from the bacon butties in Carnarvon is a company that's doing just that.
22:48Get a wriggle on, Sarah.
22:50I'm late.
22:5426 pallets has just turned up.
22:57Ah, right, half one.
22:58All right.
22:59Right, all right, nobody's.
23:00He just said nine.
23:03Monday morning, start of a new week.
23:06It's a busy butt's mill as the Discount Dragon team get ready for a new week of surplus stock selling.
23:13Best steps you never get used to.
23:15Doesn't matter how many times you go up them.
23:18And they wonder why we slow when we get up top.
23:23Unlike the big supermarkets, the company has no physical stores and all the sales come through the website.
23:29And one sure-fire way of attracting people to the site is by flogging stuff for just a penny.
23:36Each day we run our In For A Penny promotions where you doubt to be a genius.
23:42What is it? It's products for a penny.
23:44And today's one penny deal is already in full swing.
23:48We've already launched today with these M&Ms at a penny.
23:52Pretty big bag.
23:54I think they're five or six quid in the shops.
23:56So they're live right now.
23:58But the super popular penny deals don't last long.
24:02And the DD mantra is wigged.
24:04Tell them, Wayne.
24:05Deals don't last forever. They do come and go.
24:07And you've got to be quick because when it's gone, it's gone.
24:11Morning.
24:12Oh, amazing.
24:14So thinking about this week's penny deals, we want to get the next seven days planned.
24:19At the Monday morning marketing meeting, the next One Penny Wonders are agreed on.
24:25These will all be loss leaders, sold for almost nothing, just to attract customers and generate a buzz.
24:31If we just go through the days of the week, what have we got covered?
24:35Tuesday, we're looking at the C4 energy drinks, the watermelon.
24:39A penny?
24:40A penny, yeah.
24:41So what's a penny on Wednesday?
24:44Wednesday.
24:45Wednesday is an important day for the marketing team as they've splashed out on a TV advert that will go
24:51out at 7am.
24:52With TV in mind on Wednesday morning, what do you think about Kellogg's Nutri-Grain?
24:59It's a box of six bars for a penny.
25:02Yeah, I like it.
25:03You see the advert on telly, you go on DD, in your face, Kellogg's.
25:08Yeah.
25:09For a penny.
25:09Yeah, it's a big name.
25:10Yeah.
25:11It's a morning product, so I think it ticks all the boxes.
25:14All agreed?
25:15Agreed.
25:16Agreed.
25:16Job done.
25:17Yeah.
25:19With the TV ad on Wednesday, Sarah needs to sexify the breakfast bars that will be the one penny deal
25:26that day.
25:27To identify the savings, we do include the RRP.
25:31I know that one.
25:31That's recommended retail price.
25:33We've got our sale price there for a penny, the RRP, and then the saving that the customer will ultimately
25:40be receiving.
25:41This promotion is going to be running on Wednesday, following the TV ad in the morning.
25:46With it being a penny special, it is going to sell pretty quick.
25:50Just finishing with some little touches, and then it'll go live on Wednesday.
25:5750 miles away across the Pennines in Leeds, they're not sexifying, but they are trend-jacking.
26:05The don of discount, Chris Edwards, is the boss of One Beyond.
26:09You've got to be on it every day.
26:11Currently, the newest and fastest-growing value retailer in the UK.
26:16And jumping on trends, or trend-jacking, as it's referred to in the trade, is a core part of the
26:22business.
26:23The business depends on trends.
26:25The biggest trend I remember was going back in the 80s was the Rubik Cube.
26:31They were queuing for them.
26:32Every so often, whether it be a toy item, whether it be a kitchen item, there's always something going on.
26:37And if you're good at your job, you're on it to improve your sales.
26:42And the latest trend Chris is pinning his hopes on is freeze-dried sweets.
26:47Welcome to Exploded Sweets. This is our headquarters.
26:50And this is where it all happens.
26:5485 miles away in Nottingham is the HQ of the brainchild of couple Amy and Simon.
27:01Are we doing it just here?
27:02This is it.
27:03I haven't even looked in the mirror.
27:04It's a shame about that spinach in your teeth, but you'll be fine.
27:07You'll be absolutely fine.
27:08Don't worry Amy, you look gorgeous.
27:11The duo's freeze-dried phenomenon is rapidly becoming one of the biggest trends in the UK confectionery market.
27:19Funnily enough, we started with vegetables and we wanted to make a product that was really healthy and we needed
27:25a freeze-dryer to do that.
27:27And Amy's friends told us one day, they've heard of these freeze-dried sweets.
27:31Amy said we should throw some of these sweets in the dryer and do it alongside with the vegetables.
27:35I had to be persuaded, didn't I, to do it.
27:38Well, yeah, it's not the first time. Simon's not a big one for change.
27:43Someone's throwing me under the bus.
27:45We called it exploded sweets just because the freeze-drying process expands and explodes the sweets and it's unique.
27:51And it was unique.
27:54I can show you our process from start to finish and you can get a feeling for what it's like
27:59in a freeze-dried sweet business.
28:00Lead the way, sir.
28:03This is our pride and joy.
28:05This is our biggest freeze-dryer.
28:07It dries all our sweets for us.
28:08An example, we've got some popcorn mallows.
28:11It's really quite a straightforward process.
28:14All we have to do is take the raw sweet and we just put them onto the trays.
28:18So once the sweets are on the trays, we just slide them in.
28:24And we press go and it will dry over the next few hours.
28:27Oh, reminds me of trying to dry my knick-knack news when it's raining.
28:31After several hours, the sweets have been dried and they come out looking something a bit more like this.
28:36The freeze-drying process will remove all the moisture out of the sweets.
28:39That's where the crunchiness comes from.
28:41This was a start, very squishy.
28:43And this is a finished product.
28:45Very crunchy.
28:47Oh, good demoing there, Lyn.
28:52The One Beyond buyers caught wind of the freeze-dried treats and quickly got on board.
28:59But when the bags come off the packaging machine, they'll get boxed up.
29:04And they'll wrap them onto these pallets and they'll get lowered onto the lorries and go to the One Beyonds.
29:10It's a 24-7 business for Amy and Simon.
29:14Even when we're at home, we're never shutting off.
29:16There's always little bits that we discuss and deal with, so...
29:20Yeah, we carry on.
29:20But we're still smiling.
29:21Can't be too bad, he just made us buy a tandem bike.
29:24Amy, that is...
29:39Back in Leeds, the trending section is being stocked up with the exploded sweet treats.
29:44They're a trend item and they're selling like hell.
29:47And Chris is up for his first freeze-dried fix.
29:51I'm going to try these squishy bites.
29:53Freeze-dried.
29:58Good deal.
30:00Tickled your taste buds, Chris.
30:02Yeah.
30:05Coming up, Dawn does some alfresco advertising for her latest meat pack.
30:10Good afternoon, my little lovelies.
30:12Hectic morning.
30:13Trying to find more bargains for you lot.
30:15This one is an all-time cracker.
30:17Chris reveals the chocky sensation that he beat the supermarkets to that's flying off his shelves.
30:23We sold 30,000 last week, finger on the butter.
30:27And marketing mishaps in Wigan.
30:30Whole inquiry's going on at 4 to 7 on WhatsApp.
30:33Couple of people blaming each other.
30:42Speak to people on any UK high street about the cost of living,
30:45and you'll hear the same comments up and down the land.
30:49It's just extortionate, really. I think we are getting ripped off.
30:51Hmm.
30:53No, I have not noticed that the cost of my weekly grocery shopping is going up and up and up
30:58and up and out of control.
31:01I've been thinking about taking a Zenpick so it's to save on food, to be honest.
31:06But in Wales, there's a fight back.
31:10Dawn's Bargain Meats is exactly as it says on the tin.
31:13It is Dawn's Bargain Meat Pack.
31:16Dawn works with the wholesalers to take on the supers by offering low-cost meat packs,
31:21using up all of their supermarket surplus stock, keeping the prices down.
31:25And a key weapon in her arsenal is the picture pack.
31:30A photo showing a meat bundle that's available to buy.
31:34Up in Yorkshire, Dawn's son Tyler is putting the finishing touches...
31:39Just like that.
31:40..to today's picture pack.
31:42It's going straight to Dawn, is that now?
31:44Despite the low prices, Dawn says all of the meat is welfare checked.
31:51It's not because the meat's out of date, it's not because the meat's not quality.
31:56I wouldn't cut anything or send anything out on a tray that I wouldn't eat myself.
32:00HE SIGHS
32:05Pick your feet up, baby, don't walk on your tiptoes.
32:08We've got the picture now from Tyler, so I've downloaded it.
32:11The next process now is to upload it to social media.
32:14We have named it the Summer Extravaganza.
32:17It's got a little bit of stuff in there for a barbecue,
32:19and we'll be live for all the public to see and purchase within the next ten minutes.
32:23Dawn, she don't mess about. She knows what she's doing.
32:27The pack that Dawn calls a bulk bundle contains nine items
32:32and includes chops, steaks, pork belly, chicken and sausages.
32:37Add costs, £45.
32:39If you have to work that out on an average, you'll just realise how cheap
32:42buying off someone like a small business like us,
32:45you're looking at about £58 of their prices
32:48and someone small like me can offer it right to your door
32:50without even getting off your seats and driving your cars for £45.
32:54That's why we beat the supermarket. It's simple.
32:58A bold claim, Dawn,
33:00and a current surplus of beef and pork joints at the wholesalers
33:04has given Dawn an idea for another grabby meat bundle.
33:08I've got another idea that came into my thoughts
33:10of what I could do for this weekend.
33:13A really good barbecue pack.
33:14You're looking at, like, summer months now.
33:17It's all kebabs, skewers, burgers, sausage.
33:21It's all barbecue.
33:22You struggle to sell like a normal beef joint
33:25or a normal pork roast.
33:27So what we do there is, if they come in at a good price,
33:30we would do something else with them.
33:31So, for instance, a topside joint,
33:34we would carve down into cubes
33:36and we would make some peppercorn beef skewers with them.
33:38There's always another avenue for every cut of meat.
33:46Before she's even created the pack,
33:48Dawn heads to the hills for a bit about fresco advertising.
33:53My husband drives me out.
33:55Lovely areas we can find in and around Wales where we live.
33:59What we do now is we do this video.
34:01It's my personal touch to say hello
34:03instead of just from behind social media.
34:05This is what's known as social selling.
34:08And Dawn's a dab hand at it.
34:10Good afternoon, my little lovelies.
34:13How are we up?
34:13Hectic morning.
34:14Trying to find more bargains for you lot.
34:17OK.
34:18So we put a pack on earlier today
34:20that's a new exquisite one.
34:22But this one is an all-time cracker.
34:24Here we go.
34:25Let's get straight into it, guys.
34:26Right.
34:27We've got some massive ham shanks just being delivered.
34:30Then we are doing you a kilo of your minted lamb nibbler ribs.
34:35You're all going crazy on these.
34:37You're going to get a kilo of...
34:37Terry's just sitting back and watching the master at work.
34:40Mind you, he did drive her there.
34:41We need some puri puri drumsticks in there for the barbecue.
34:44And everything I've just told you is £29.99.
34:47Just absolutely crazy.
34:49Like I am.
34:50Crazy, crazy.
34:51Get your messages in right now.
34:53Love you all.
34:53Bye-bye now.
34:55And that is our social media video of the day.
34:57Bravo.
34:58Top marketing.
34:59Inner field.
35:00A whole new meaning to free range.
35:04From videos in North Wales to TV ads in Greater Manchester.
35:09At The Warehouse, it's Wednesday morning
35:12and Wayne and Paul are watching their TV advert that went out earlier.
35:1624 cans of Diet Coke lime for just £29.
35:19She's loving that Coke.
35:20She does like that Coke, yeah.
35:21Pines tomato ketchup for just one week.
35:24She matches the ketchup.
35:25Yeah, she does.
35:27And a Pringles multi-pack for just a penny.
35:30They've been a beast, haven't they?
35:32The Pringles.
35:32The Pringles, yeah.
35:33Unreal.
35:34The advert looks great, I think.
35:37They're pleased with the ad, but there's been a problem with the website.
35:41The one penny deal of the day wasn't changed in time.
35:44The plan was to feature Kellogg's product in sync with the advert this morning.
35:50I think I woke up about half six today.
35:53I checked the traffic on the website, which I do every morning.
35:56The traffic is already showing that it was too high.
35:59Send a message in the WhatsApp group, why is traffic so high?
36:02And the answer back to me was,
36:04the TV station put the advert out earlier than we anticipated.
36:08So we weren't ready.
36:09We still had last night's offer on there.
36:12Whole enquiries going on at, you know, quarter to seven on WhatsApp.
36:16Couple of people blaming each other.
36:18All the usual things.
36:19But listen, it's no biggie.
36:21Mistakes happen all the time.
36:22That was sort of out of our control as well.
36:24Yeah.
36:25So, you know, it was fine.
36:26It's not the end of the world.
36:27The serial didn't go this morning.
36:29I think we're on TV again tomorrow morning.
36:31We'll just shift it across and on we go.
36:34They may be putting marketing mistakes behind them in Wigan.
36:38But over in Leeds, it's all eyes looking forwards
36:41as they look for the latest crazes in commerce.
36:45Former boss of Pound World, Chris Edwards,
36:47knows a thing or two about monetising next big things.
36:51And he tries to be first to the fads.
36:54Every week, every day, there's something happening with something.
36:57And you've got buyers in the business who keep their ears to the ground
37:00and find out what's coming next.
37:03But crazes and trends can go as fast as they come.
37:07Every child wanted a squishy toy not too long ago.
37:10But now they're residing in mid-isle mediocrity.
37:14Well, these squishes was a trend.
37:16But what we find is, especially with a kid's item,
37:19a trend can be red-hot seller.
37:21And for no apparent reason, 48 hours later,
37:24it becomes apparent non-seller.
37:25You know, it's at the time.
37:27And the secret of buying is to buy enough to fill the gap,
37:31but not have any left when they're not special anymore.
37:35But not all crazes crash and burn.
37:38Some linger on.
37:4012 months ago, extra-large drink tumblers were all the rage
37:44and they're still ticking over today.
37:47This was a trend item.
37:48If it keeps maintaining some kind of sales,
37:50then it becomes a regular item from being a trend item.
37:53So if they've already got two or three of these cups
37:55and they see another colour and it's value for money,
37:57they'll have another one.
37:59Chocolate's always a big hitter when it comes to sales.
38:02And one of the biggest recent trends
38:04is this sweet tooth viral sensation.
38:07The moment this Dubai chocolate, we're selling thousands.
38:11Milk chocolate with a pistachio cream and tahini centre.
38:14It originated, guess what, in Dubai.
38:17Dubai or not Dubai.
38:18See what I did there?
38:19Apparently, Marks & Spencer's were the first one
38:21to touch this Dubai chocolate,
38:23but they had it in big bars for £10.
38:25and we've managed to locate the smaller bar, 425,
38:29and we were one of the first ones to get this size bar
38:32and we've never looked back with it so far.
38:34Finger on the butter.
38:38We sold 30,000 last week,
38:40even though it's coming to the end of the trend.
38:42Because we make it viable and the price is right,
38:46then you get people trying it, without a doubt.
38:48Can I be honest, I've never tasted it.
38:50And don't forget, I'm on a diet.
38:52Oh, come on, Chris.
38:53Time to pop your Dubai chocolate cherry.
38:56Well, here we go, then.
39:04It tastes all right, it's good.
39:11Coming up, Dawn's meat is put to the test.
39:14We're having a family barbecue tonight.
39:17We're getting a bulk buy,
39:18so we've got lots of food to treat everybody.
39:20And Wayne sees if his one-penny breakfast bar's got the nation munching.
39:25Today's penny deal we've put on the website at 6am,
39:28ready for the advert.
39:29So looking at the sales on that, do I think that's a success?
39:39In Wigan, Wayne is tackling the six flights of stairs
39:42at his Cotton Mill Company headquarters.
39:45There's 96 steps.
39:47I try and only do them once a day.
39:50I sometimes check my heart rate on my watch,
39:52so right now, 103,
39:54which I think is pretty decent.
39:57and resting rate 71, I think, maybe.
40:00You're just showing off now, Wayne.
40:03Here we go.
40:05Head of Creative Nile has just rocked up
40:07with a local speciality.
40:09Wink and kebab.
40:11Nothing finer.
40:15What have you got?
40:16Wink and kebab.
40:17Not yet.
40:18Not yet.
40:19Oh, the wink and kebab.
40:23Oh, aye, that's a good one, that.
40:25That's a good one.
40:25So what's in this wig and kebab, then, Nile?
40:28Meat and my tart pie on a barn.
40:30Simple.
40:32Simple food for a simple guy.
40:34So not a kebab, then?
40:40Yeah.
40:42That's good.
40:43Yeah, that's a good one, Nile.
40:45Do you want to find a bite?
40:46Go on, Wayne.
40:48Go on.
40:49Have opposite side, go on, I'll feed it.
40:50This face won't be my baby.
40:52I've never asked.
40:53Come on.
40:54Bye-bye.
40:59What do you think?
41:00Out of ten.
41:01Good, eh?
41:02I'll take that.
41:04One foot?
41:04Can I have that in here?
41:05You want the foot?
41:06You want the foot?
41:10I can have that in here.
41:11But not everything's as tasty today.
41:13After the fiasco of the last Onepenny promotional offer,
41:17The Kellogg's cereal bars have now gone out as a Onepenny deal on the website.
41:22but Wayne's not dining out on the numbers so today's penny deal looking at
41:27the sales on that only 112 sold do I think that's a success I'd say not it
41:33won't be running again I don't like calling things a failure because
41:37everything is a learning process you know we never fail we we learn what we
41:42learned today don't give the cereal bar that prime position on a day when there's
41:47a TV advert but the good thing is we're in such a dynamic game if you like
41:51we go again tomorrow for every bad day we'll fix it and we'll have better days
41:58beating the supermarkets and giving cheap deals keeps Wayne buzzing if someone says
42:03to me Wayne are you a workaholic yes or no yeah my answer is yes you could never
42:10rest it's a 365 24 7 business you could say surplus never sleeps
42:17I'm extremely proud of the business it's what I love doing it's addictive
42:28hello Dawn speaking how can I help
42:33what postcode are you from her farmhouse in Wales Dawn Brightwell is making it cheaper for the nation to buy
42:41meat you're gonna be looking after after half past one I know that much she's
42:46challenging the supermarkets hold on shopping with a cup price cut that come
42:51directly from a wholesaler surplus and fresh from a trip to the high street Dawn's
42:57doing a price comparison we've got four quarter pound beef burgers for lamb chops
43:05here we've got 700 grams of pork chops on the bone we've got one sirloin steak we've got a kilo
43:12of chicken thighs
43:14we've got 750 grams of lean less than five percent fat mince chicken thighs a kilo with some pork loin
43:22steaks
43:23there and last but not least we've got some chicken breast fillets so I've paid in the supermarkets
43:28for that for 41 pound and 21 pounds I can produce you exactly what is there in front
43:34here wait for wait lean for lean I could do you everything on there today for 30 pounds
43:40that's a saving of more than 25 percent meaning cheaper chops and less expensive loins
43:47I am heavily competing with supermarkets this is all down to cutting out the middle man working
43:54straight from the wholesaler and having low cost from working here from home producing orders you can
43:59get things cheaper by shopping around you can beat the supermarkets 150 miles away in Yorkshire two of
44:08Dawn's customers Karen and Jodie are about to get a massive meat delivery we're having a family barbecue
44:15tonight we're getting a bulk buy so we've got lots of food to treat everybody
44:21who's at the door oh thank you so much thank you it's Christmas
44:35we've got some burgers no fat mince steaks and then we've got fry steak big pack of that
44:43there's more meat here than you can shake a carving knife up spicy chicken fillets 10 sausages
44:50turkey steak garlic drumsticks crikey ladies is the whole of Leeds coming to this barbecue
44:58and a garlic and herb pork loin joint which is absolutely marvelous we've got all this for a hundred
45:06pound at the supermarket easily probably about 160 pound I think yeah yeah to shame Don don't do alcohol
45:17she doesn't do booze and that's probably a good thing but she is going to be marketing her meat for
45:24many moons to come oh hundred percent meats in my blood there is nothing else the brain is constantly
45:30ticking of what I can do with me what I can make a pack out of and what name I
45:36could give that pack
45:37that is what I live and breathe for the wholesaler sold 97 of Dawn's $29.99 barbecue packs and the
45:44summer extravaganza pack went out to 85 customers north and south not bad for a butcher's daughter from
45:51Bradford I think your old man would be proud of your door bless his soul the best thing that happened
45:56to
45:56me was be my dad's daughter wonderful man taught me everything I know to this day from the early
46:03days in the market selling me on car boots we did everything me and dad together all the way through
46:08so yeah it's very much in my blood as to what dad did and I followed his footsteps and I'm
46:13proud of that
46:14to this day
46:29so
46:35you
46:37you
46:38you
46:39you
46:39you
46:40you
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