As the retailers gain power in the value chain battle which ensued through the 1990's, fundamental cost reduction, supply chain transformation, and a firm control of the product portfolio management process are just three ways that the sector is responding. Axon’s clients in this sector include:

• Bass
• Brake Bros
• British Bakeries
• Britvic
• Burton's Biscuits
• Cadbury
• Carlsberg Tetley
• CWS Milk Group
• Dairy Crest
• Golden Wonder
• Guilbert
• Haagen Dazs
• HK Foods
• Irish Distillers
• Kitchen Range Foods
• Kraft
• Malton
• Mars
• Northern Foods
• Rank Hovis
• Rowntree Mackintosh
• Smith and Nephew
• Tate & Lyle
• United Biscuits
• Van Den Bergh