Cheerful Links Ltd is a specialized importer, distributor, and wholesaler of Asian and oriental food products based in Stoke-On-Trent, United Kingdom. The company serves as a vital link between premium Asian food manufacturers and food service businesses across the UK and Europe, offering a diverse portfolio of authentic products to meet growing multicultural culinary demands.
Core Business
Operating as both a food service distributor and oriental supermarket supplier, Cheerful Links Ltd caters to restaurants, catering businesses, supermarkets, and online grocers. The company focuses on delivering high-quality Asian groceries, meats, seafood, snacks, and specialty ingredients from regions such as China, Japan, Korea, and Southeast Asia.
Product and Service Offerings
Cheerful Links boasts an extensive catalogue across multiple categories:
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Meat Products:
- Iberico Pork French Rack
- Iberico Pork Collar Sliced
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Rice & Grains:
- Chilli Brand Premium Sushi Rice 10lb
- Chilli Brand Premium Sushi Rice 20lb
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Dim Sum:
- Kung Fu Har Gow with Shrimp
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Frozen Products:
- Mushroom Veggie Fish Ball
- DCI/OK Squid Tentacles 1kg
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Condiments & Oils:
- Double Elephant Blended Sesame Oil (650ml and 300ml)
- Chilli Oil selections
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Beverages:
- RICO Grape Juice Drink
- Ripe Fruit Lemon Tea – Berry
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Snacks & Chips:
- Lays Potato Chips – Spicy Crayfish Flavour
- Lays Potato Chips – Fried Crab
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Candy & Sweets:
- Le Da Xue Tang Sugar Free Mints – Sea Salt Lemon
- Le Da Xue Tang Snack Party Gummy
The company ensures cold-chain logistics for frozen and meat items and provides timely delivery services for its B2B clientele.
Specialization and USP
Cheerful Links Ltd stands out due to:
- A comprehensive range of authentic Asian and oriental food products sourced directly from reputable brands and producers.
- B2B food service focus, offering bulk supply and tailored delivery schedules to meet the needs of restaurants, hotels, and wholesale chains.
- Efficient warehouse management and cold storage infrastructure, enabling safe handling of temperature-sensitive products.
- In-depth market knowledge of UK-based Asian cuisine preferences and culinary standards.
Financial and Shipment Insights
As a private enterprise with strategic trade relationships across Asia and Europe, Cheerful Links Ltd has shown consistent growth:
- Product SKUs in active circulation: Over 2,000
- Distribution footprint: United Kingdom-wide, with regional presence in London, Birmingham, Manchester, and expanding into Ireland and the Netherlands
- Regular import shipments from China, Japan, Thailand, Korea, and Spain (notably for Iberico pork)
The company partners with major freight forwarders to maintain cost-effective and reliable import cycles, ensuring product freshness and availability.
Target Market
Cheerful Links Ltd serves a wide variety of customers, including:
- Asian restaurants and sushi bars
- Takeaway food chains
- Ethnic supermarkets and corner stores
- Online Asian grocers
- Institutional food service providers
Capabilities
- Large-scale wholesale and distribution center with warehouse capacity suited for frozen, dry, and chilled products
- Import handling with real-time inventory tracking
- Custom order processing for niche product demands
- Language-diverse support staff for seamless client communications across multicultural customer base
Certifications and Compliance
Cheerful Links operates under regulated UK food standards, including:
- FSA compliance for food safety and hygiene
- HACCP implementation across storage and handling operations
- UK Import and Customs Authorisation for food goods
- Regular audits to ensure traceability and labelling compliance
These measures ensure the company consistently meets the quality and legal expectations of UK and EU food regulators.
Customer Testimonials
“Cheerful Links has been our go-to supplier for Asian specialty meats and condiments. Their delivery is always timely, and the product quality is reliable.”
— Head Chef, Pan-Asian Restaurant, Birmingham
“A fantastic selection for our retail chain—especially the sushi rice and imported snacks. Our customers love it.”
— Category Manager, Ethnic Foods Retailer, London
Major Achievements
- Expanded product range by 40% within 24 months, including specialty dim sum and premium seafood lines
- Developed strategic logistics partnerships for cold chain integration
- Recognized by UK food service buyers for hard-to-source oriental goods
- Supporting over 600 active restaurant clients nationwide
- Early adopter of Asian fusion snack imports in the UK market
Cheerful Links Ltd continues to strengthen its reputation as a reliable partner for Asian food imports, with a robust infrastructure and commitment to delivering authentic taste experiences to the UK food industry.
