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The major supermarket chains.

Multiple retailers are technically any retailers with more than one outlet – i.e. not your local corner shop. In practice, though, when people say “multiples” they generally mean supermarket chains that have centralised their buying processes and have a Head Office that oversees the operations of their stores.

In the UK, the major multiples are Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, Aldi, Lidl, and the Co-Op.

These major multiples are the places that most food and drink products for home consumption are purchased by consumers, and therefore brands focus a lot of effort on creating stories and other ammunition for these specific retailers, to use in their efforts to win greater distribution and listings. Generally these retailers are tough to deal with and demand a lot from brands.