Titled ‘Rip the Script’, the campaign was devised by creative agency Wieden+Kennedy and Somesuch’s Dan Streit.

It opens on a film set and showcases the chaos of a Hollywood-style movie studio. Audiences can keep their eyes peeled for multiple celebrity cameos including Lisa, Eric Catona, Cristian Ronaldo, Kim Kardashian, Channing Tatum, Didier Drogba, Travis Scott and LeBron James.

Helena Thornton, VP, Nike brand management said: “We made this film to meet football communities exactly where they are, not just on a screen, but in their world and deeply ingrained into their subcultures. We didn’t want to follow the traditional marketing playbook.

“We wanted to give them something worth talking about, worth clipping, worth wearing, worth showing up to. A story they don’t just watch – one they can make their own. That’s the whole idea behind our universe of Nike Football.”

Enrico Balleri, VP, creative director, global brand voice at Nike added: “We were intentional in choosing every cast member in the film, and we had fun and leaned into the playfulness of their roles,”

“We knew Kim Kardashian, for example, takes Saint to play football, so we created a whole ‘soccer mom’ persona for her, and in later extensions of the film, we’ll build and deepen that storyline. A cast that reflected an authenticity and a real connection to football was crucial to us.”

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Dee Bee Wholesale is a long-established, family-owned independent wholesaler serving more than 1,400 retail and on-trade customers across Yorkshire and Lincolnshire.

Founded in 1961, the business has been operating for more than 65 years and reported annual sales of around £57m in its last financial year.

It employs 87 colleagues across two depots in Hull and Grimsby.

Bestway said the acquisition forms part of its strategic growth plans and will strengthen its delivered wholesale capability, as well as its support for independent retailers, convenience customers and on-trade operators across the region.

The wholesaler said the deal brings together two entrepreneurial businesses with deep roots in independent wholesale and retail, at a time when retailers are looking for stable and well-invested wholesale partners.

Bestway Wholesale managing director Dawood Pervez said: “We are delighted to welcome Dee Bee Wholesale into the Bestway Wholesale network.

“Dee Bee is a long-established family business with more than 65 years of customer service heritage, loyal customer base and detailed regional knowledge across Yorkshire and Lincolnshire.

“This reflects our continued confidence in the future of independent wholesale and retail.”

Dee Bee Wholesale managing director Nick Ramsden said the deal marked an important milestone for the business.

“Bestway Wholesale is a business with significant scale, ambition and a strong commitment to supporting independent retailers and customers,” he said.

“I am confident that becoming part of the Bestway Wholesale network will create new opportunities for the business and bring long-term benefits for customers, colleagues and suppliers alike.”

Ramsden said it would be “business as usual” for customers, with Dee Bee’s team, service and local relationships remaining in place.

He added that customers would also benefit from Bestway’s pricing, promotions and wider product range as the business is integrated into the wider network.

Pervez said: “Both businesses share a long-standing commitment to customer service, independent retail and supporting local businesses.

“The acquisition reinforces our ambition, our confidence in the wholesale sector and our commitment to being the partner of choice for independent retailers and suppliers across the UK.”

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The independent British brand has signed for a 4,000 sq ft space on the centre’s lower mall, next to Office.

The store will stock Oliver Bonas’ design-led range of women’s clothing, accessories, gifts, jewellery and homeware.

Lakeside, which is owned and operated by SGS UK Retail, said the signing would strengthen its premium and lifestyle offer, following the recent arrival of The White Company.

Oliver Bonas operates more than 90 stores across the UK and Ireland and said Lakeside’s 7.2m catchment area would support its plans to reach more customers nationwide.

Pradera managing director of asset management Robert Jewell said: “The addition of Oliver Bonas to Lakeside further cements our position as a UK top five out-of-town super-regional destination, supporting our retailer’s long-term growth and bolstering their customer engagement.

“With access to a highly engaged and diverse catchment, Lakeside continues to attract best-in-class brands and come summer, we’re excited to add Oliver Bonas to our list.”

Oliver Bonas head of retail Sevda Cankorur added: “Oliver Bonas has experienced significant growth and resounding success, spearheaded in part by our ability to continually identify the best-of-the-best locations in which to launch.

“Lakeside firmly sits within this classification as one of the UK’s leading lifestyle destinations, and we know we’re bringing Oliver Bonas to an audience that understands and appreciates our brand.”

The signing follows the recent additions of PURESOUL and Space NK at Lakeside, which have taken 1,919 sq ft and 3,665 sq ft units respectively.

The two brands will expand the centre’s beauty and wellness offer alongside H Beauty, Jo Malone, Rituals, Thérapie Clinic and Boots.

Smith Young and LM are Lakeside’s retail leasing agents, while Metis and LM lead leisure leasing. Pradera asset manages Lakeside on behalf of SGS UK Retail, and Colliers acted for Oliver Bonas.

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Nuzzi, who first joined the food giant in 2003, brings more than 20 years of international food industry experience to the role.

He will lead the company’s largest market within its Europe, Australia and North Asia unit.

Most recently, Nuzzi served as platform and channel marketing director for General Mills’ North America Food Service division, where he led strategy, innovation and execution across a portfolio of brands and channels.

Prior to that, he was managing director for General Mills’ European Distributor Markets and General Mills Iberia between 2015 and 2022.

During his tenure, General Mills Spain became the fastest-growing food company in the country, according to Nielsen data.

Nuzzi has worked across some of General Mills’ biggest global brands, including Old El Paso, Häagen-Dazs and Nature Valley, across Europe, Latin America and North America.

General Mills vice president and managing director for Europe, Australia and North Asia Ben Pearman said: “Erasmo is a fabulous and highly experienced commercial leader and I’m delighted to have him leading the UK, one of our largest and most important markets within our General Mills international business.”

Nuzzi added: “I am very excited to be back in Europe to lead the UK and Ireland business.

“In my two decades at General Mills, I have had the opportunity to help grow some of the world’s best-loved food brands across the world including many other Northern European markets, so super excited to be working on brands such as Old El Paso, Nature Valley and Häagen-Dazs once again.

“The UK and Ireland is a hugely important business for General Mills, with strong brands, talented teams and significant opportunities ahead.

“I look forward to working with our colleagues and customers to build on that momentum and continue delivering great food experiences for consumers across the region.”

Founded in 1866 and headquartered in Minneapolis, General Mills generated fiscal 2025 net sales of $19bn.

The company first entered the UK in the 1960s and sells six brands across the market, including Old El Paso, Häagen-Dazs, Green Giant, Nature Valley, Fibre One and Betty Crocker.

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The St Albans-based food manufacturer, which owns brands including Batchelors, Bisto, OXO and Mr Kipling, said its latest annual report showed a 14 per cent reduction in Scope 1 and 2 market-based emissions during the year.

It also reported a 16 per cent increase in sales of products meeting high nutritional standards, as it continued to invest across its UK manufacturing estate.

As part of the Planet pillar of its sustainability plan, Premier Foods completed a £2.1m investment in a new solar farm at its Carlton Bakery in South Yorkshire.

The 2.9-hectare site includes 3,500 solar panels and has the potential to supply nearly three quarters of the bakery’s electricity needs during peak production periods.

Premier Foods said the solar farm is expected to cut the site’s carbon emissions by around 468 tonnes a year, while improving energy resilience and reducing annual energy costs.

The project forms part of a wider solar investment programme across the group’s manufacturing sites.

Premier Foods has also completed two major steam boiler upgrades at its Worksop site, which produces brands including Batchelors, Bisto and OXO.

The £3.3m investment has improved energy efficiency at the facility and is expected to cut carbon emissions by around 686 tonnes a year.

The group also introduced heat recovery solutions at its Lifton Creamery and continued wider energy efficiency improvements across its operations.

Premier Foods ESG director Nick Brown said: “Our Enriching Life Plan continues to play a central role in how we grow the business responsibly.

“This year we have made meaningful progress across all three pillars of Product, Planet and People, from reducing carbon emissions and investing in renewable energy infrastructure, to expanding and investing in healthier product ranges and strengthening our support for more sustainable diets, while building the future culture, skills and capability to support business growth and supporting the local communities we operate in.”

Under the Product pillar of the plan, Premier Foods said it had reached its 2030 target ahead of schedule for more than half of its products to meet high nutritional standards and provide an additional registered health or nutrition benefit.

Health-focused launches during the year included OXO Bone Broth, which is made with natural ingredients and is high in protein and collagen.

The group said its acquisition of Merchant Gourmet had also strengthened its position in plant-based and minimally processed foods, adding a wider portfolio of pulses, grains and rice.

Premier Foods is also increasing its health reporting by voluntarily using metrics proposed by the government to track food sales and provide greater transparency for shoppers.

The metrics are based on those proposed by the Food Data Transparency Partnership and developed through a Department for Health and Social Care working group.

Premier Foods launched its Enriching Life Plan in 2021, setting targets across healthier products, carbon reduction, sustainable packaging, culture and skills, and community impact.

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The platform, which forms part of the easy family of brands, marks a major expansion for the business into everyday shopping and will be built around its long-standing focus on simplicity and value.

easyShop.com will be operated by ecommerce and marketplace technology company OnBuy.com and powered by its proprietary OnCommerce platform, which has been developed to support cross-border trade at scale.

OnBuy said the technology has already been proven through its own marketplace, which has grown more than 86 per cent over the past three years and now supports more than 100m products across Europe.

Several of its markets are also delivering quarterly growth of more than 150 per cent.

The partnership includes significant long-term investment, as both businesses look to establish easyShop as a major new online marketplace.

easyGroup said the model allows it to move into online retail through an asset-light structure, while OnBuy provides the marketplace expertise, regulatory compliance and operational capability needed to support international growth.

For shoppers, easyShop will offer a value-led online shopping destination aligned with the easy brand’s wider presence across travel, transport and consumer services.

For retailers, the platform will offer access to a new marketplace launching across multiple countries at once, without the complexity of managing separate local marketplaces or building infrastructure country by country.

Sir Stelios Haji-Ioannou, creator and owner of the easy family of brands, said: “The easy family of brands has expanded into many new sectors by focusing on simplicity and value for money. I believe an online retail marketplace using a great domain like easyShop is a natural next step.

“I am delighted to welcome Cas Paton of OnBuy into the easy family, and I am looking forward to working with him to start recruiting sellers for our marketplace from now in 21 different countries.

“We are aiming for a consumer-facing launch for consumers to be able to buy online from Q4 in 2026. Exciting times for the easy family.”

OnBuy founder and chief executive Cas Paton said: “easyShop removes many of the barriers that typically slow retail expansion by operating as a pure marketplace without inventory, logistics, or local infrastructure.

“Working with the easy family of brands brings together one of Europe’s most recognisable consumer names with proven marketplace expertise, accelerating awareness and enabling retailers to reach customers across multiple countries much more quickly.”

easyShop will operate as a pure marketplace, meaning it will not hold inventory or compete directly with sellers on the platform.

Seller onboarding will begin ahead of the consumer launch, giving retailers the chance to establish an early presence before trading begins.

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