Everything from one provider.
Clear added value on both the manufacturer and retailer side is at the core of our services. As a total solution provider, we handle all tasks from sales, logistics, and marketing.
Our partners from the food production industry and our customers from the food retail sector rely on our extensive category and product knowledge. They also benefit from our comprehensive infrastructure including over 220 skilled employees (Product, Category and Key Account Management, Sales, Marketing and Supply Chain), several locations, and our own logistics centre. Our fast and agile decision-making processes and keen sense of trends have proven their worth in implementation.
As a result, we have now been managing most of our 30 or so brands for several decades. The majority of them are market leaders in their respective categories and regularly receive various industry awards.
For Manufacturers and Brands
For over seventy years, we have been introducing brands to the German market and providing continued support.
Sales
Our sales team of well over 100 employees negotiates with buyers on the retail side, whilst ensuring attractive shelf placement and the perfect handling of the order and reorder process.
In what’s known as two-tier trading, the strong field team of our sales force negotiates directly with the respective stores or branches.
In single-stage trading, our high-performance key account managers negotiate with the head offices of our customers, such as Edeka or the REWE Group.
Supply Chain
Wilms offers all services along the entire supply chain from a single source. Our approximately 220 employees, 150 of whom are based in our state-of-the-art logistics centre in Alzey, work round the clock to ensure that 1000 pallets per day are fully loaded and shipped either to the warehouses of the major retail chains or directly to the dealer locations.
Product- und Category Management
Our product management team actively manages the respective customer and product budgets and, together with experts from the relevant specialist departments, develops effective strategies for category management, marketing, and sales which brings sustainable success.
Marketing
Our experienced marketing team has a keen sense of trends and regularly analyses market environments and consumer insights of the products managed by Wilms in order to place them perfectly at the POS. If required, we not only develop customised trade marketing strategies including pricing and communication measures such as multimedia campaigns or promotions, but we also design completely new products or product diversifications. This includes packaging, communication, and presentation on the shelf.
For Retail
Our customers from the food trade can rely on our know-how in the various product categories.
Logistics
The 150 or so members of our logistics team ensure that our customers always have the optimum quantity of products on site by means of streamlined goods management. Depending on requirements, we deliver smaller quantities of goods directly to the store or branch or bring single-brand pallets to the central distribution centres. To make this work, around 1000 fully-loaded pallets leave our 24,000 square metre warehouse in Alzey in the Rhineland-Palatinate every day.
Order Processes in Real Time
The Wilms sales department with its high-performance key account management and sales force offers optimum control of all order processes via SAP-supported systems. Whether it’s order acceptance and transmission, data on listings, deliveries or returns - at Wilms, all of this works according to international standards and is data-based, fast, and uncomplicated.
Expert Knowledge and Product Know-How
Our key account managers and product managers not only have a wealth of expert knowledge, but also a keen sense when it comes to new, innovative products and marketing concepts. This enables us to tailor category management and trade marketing measures specifically to the individual needs of our customers and to inform them about the latest trends. We can even conduct in-market product and category training courses so that specialist staff at the POS make an impression with the end customer.
Marketing at the POS and Beyond
Extensive research and creative marketing measures provide our retail customers with specific support in selling our products. Whether cross-promotion or attention-grabbing displays directly at the POS, press-attracting road shows, influencer marketing, social media, or ad campaigns – our award-winning marketing ideas create talking points for the end consumer and visibility on the shelf.
Our Brands
Impressions
Success Stories
Mazzetti l'Originale: The italian art of dressing
Seit 30 Jahren auf dem deutschen Markt Impulsgeber für den Handel und Inspirationsquelle für die Verbraucher.
Dextrose: Einfach schneller im Blut.
Ob als Würfel, Drink oder Pulver: Mit den Produkten von Dextro Energy wird das Gehirn schnell und direkt mit Dextrose versorgt.
Maille: Savoir-vivre für die deutsche Küche
Nicht nur zur Bratwurst: Durch die Social Media Community Mustard Lovers lernen die Verwender erweiterte Einsatzmöglichkeiten von Senf kennen - als tolle Ergänzung für klassische und außergewöhnliche Rezepte.
Santa Maria: Taste has no limits
Tex Mex ist leicht zu kochen und eine schnelle und leckere Mahlzeit. Wilms trägt das Motto "Taste has no limits" in den deutschen Handel.