Logistics firm Whistl has acquired Relish, a specialist in fast-moving consumer goods (FMCG) product sampling.
Through this acquisition, Whistl can expand the range of channels available to its customers when planning its in-home sampling campaigns. Set up in 2011 to specialize in the beauty and FMCG (fast-moving consumer goods) sectors, Relish matches brands and partners to target consumers. For example, the company will place a sample for a perfume brand within an online fashion delivery.
Relish currently has a team of approximately 20 people, led by managing directors Natalie Betts and Jonny Hall, and will report to Mark Davies, the managing director of Whistl Doordrop Media, Whistl’s UK audience targeting and leaflet services. However, Relish will remain a standalone brand to preserve its connections with its existing customers, ASOS, BakedIn, Craft Gin Club, Deliveroo, Estee Lauder, Edgewell, Ferrero, HelloFresh, Missguided and PrettyLittleThing.
Nick Wells, CEO of Whistl, said, “Product sampling plays an important role within the marketing mix and with our market-leading expertise in targeting and campaign planning, particularly for online retailers and FMCG brands, the addition of Relish will enable us to broaden our portfolio of channels available to advertisers. The acquisition highlights our unique expertise and ability to help brands across the whole e-commerce journey, from targeting customers to fulfilling orders through to delivery management to the consumers door. We are looking forward to the Relish team joining us and they will be located with our team based at our new Bristol office.”