Denise Van Outen to uncover Secrets of the Supermarket Buyers

27 June 2024

In a brand-new series for Channel 4, Denise Van Outen will explore just how a small group of people influence what tens of millions of British shoppers purchase every day. Meet the supermarket buyers…

Secrets of the Supermarket Buyers will see Denise meet with current and former buyers from Britain’s biggest supermarket chains to find out just how they decide what to sell to the nation’s consumers. From the discount disruptors to the premium grocers, the series will lift the lid on the tactics used by behind-the-scenes buyers to get popular items into stores and, ultimately, into shoppers’ trolleys. How do they predict demand and what the next big trends will be?

The 4 x 60’ series is produced by Glasgow based production company Firecrest Films for Channel 4. The company in recent years delivered the Denise Van Outen projects Secrets of the Middle Aisle (2022) and Secrets of the Supermarket Own-Brands (2023), bringing consolidated audiences of 1.4 million and 1.6 million viewers respectively to Channel 4.

Denise Van Outen comments: “These shows have changed how I do my shopping and I’ve loved being able to spill the secrets with my friends and family too. I’m excited to get the inside scoop on who decides what we see on our supermarkets shelves and peek behind the scenes to uncover even more surprises.”

The new series is commissioned from Channel 4’s Glasgow Hub by Deborah Dunnett, Commissioning Editor for Lifestyle, and Jo Street, Head of Lifestyle. Executive Producer at Firecrest Films is Nicole Kleeman.

Channel 4’s Deborah Dunnett comments: “What I love about ‘Middle Aisle’, ‘Own Brands’ and now this new series is that they are guilt-free. We’re not trying to preach about spending habits, just deliver solid insider-intel to help shoppers make savvy decisions.  Denise really brings this kind of consumer show to life, and I’m thrilled she’s back with Firecrest for more unparalleled access and unabashed nosiness.”

Firecrest Films’ Nicole Kleeman adds: “We couldn’t pass the opportunity to extend our relationship with Denise Van Outen and Channel 4 for this new series that will grant extraordinary access to the inner workings of some of the UK’s biggest brands. Denise is an excellent and inquisitive presenter who goes out of her way to ask the questions viewers at home want to know more about.”

Secrets of the Supermarket Buyers will launch later this year on Channel 4.

ENDS