UB aims to get Brits buying more biscuits in impulse channel

McVitie’s and Jacobs owner United Biscuits (UB) this week launched a new convenience programme to help retailers grow their biscuit sales.

The Better Biscuits, Better Business programme is supported with a new website, which offers retailers a five-step plan to help them develop sales.

Launched at the National Convenience Show, held at the NEC in Birmingham on Monday (24 March) the site is designed around UB’s “Baked to Build Your Business” strapline. The site offers retailer case studies, display ideas, and step-by-step advice on the best biscuits to stock, and how best to merchandise them.

Hena Chandarana, trade communications controller at UB, described 2014 as “a new dawn” for UB. “With research showing that shoppers spend less than 60 seconds at a fixture, easy navigation and impactful layout are everything,” she said. “Our five-step Better Biscuits, Better Business programme on the new website offers independent retailers practical ways to grow their sales.” 

This strategy is supported by a multi-million-pound investment, and includes a new field sales team who will work with convenience retailers.

“One of the things we found retailers wanted most of all were more visits from reps who could offer them easy-to-implement business advice,” said Chandarana.

According to UB, trials which implemented the five-step programme resulted in an average biscuits unit sales growth of 68%. While the business is currently focusing on driving distribution on existing core biscuit lines, Chandarana added it had “some exciting plans in the pipeline to drive future growth into the convenience channel”. She added that the company’s plans to work with the wholesale trade would be revealed in due course.

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