United Biscuits has launched its largest ever in-depot campaign, which it says will “increase growth in the sweet and savoury biscuit categories”.
Ambassadors for the company will visit more than 40 outlets of wholesalers including Booker, Parfetts and Bestway until the middle of March, offering advice on how to boost biscuit sales and improve their delivery of new product lines. United Biscuits will also offer new point-of-sales display options, as it seeks to drive activity in the impulse channel for some of its most well-known brands. Hena Chandarana, trade communications controller at United Biscuits, said: “We are committed to helping retailers unlock what we believe to be an £18m RSV opportunity for biscuits in the impulse trade. This is the third activation of its kind for UB, and our latest campaign builds on the success of our two in-depot campaigns last year in support of the McVitie’s ‘Sweeet’ and Jacob’s ‘Snack Happy’ masterbrand campaigns.
“In 2014, our depot tours reached over 7,200 retailers across nine weeks of dedicated activity. By offering targeted advice for retailers, and strong promotional activity on the best sellers, the Jacob’s ‘Snack Happy’ tour alone resulted in a depot sales increase of over 330% compared to the same period the previous year.”
It follows significant investment from United Biscuits in new products over the last two weeks; in January, we reported that its Jacob’s brand had unveiled a complete logo and packaging redesign, followed last week by a £3m reformulation of its Crinklys product line.
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