With 6.7 billion consumption occasions in a year in the UK, we consume more biscuits than any other nation and as a result, biscuits remain a key growth driver for the overall snacking category. However, as high street competition increases, traditional C&I retailers are not getting their fair share of sales. United Biscuits’ new strategy aims to tackle this decline by optimising the take-home biscuit opportunity, and there’s an £18m RSV opportunity to go for.
UB is launching a new convenience programme – Better Biscuits, Better Business – which will be supported with a new trade platform called Betterbiscuits.com. The website, designed around UB’s Baked to Build Your Business strapline, will offer retailers a five-step plan to help them grow their biscuit sales.
For the first time in over a decade, UB has invested in a new national field sales team to support its existing regional sales team. The new national field sales team will work with convenience retailers across the UK to guide them on its five-step plan.
“2014 is a new dawn for UB,” said trade communications controller Hena Chandarana. “We know that our nation loves biscuits and as the category leader, we believe it’s our responsibility to make them a bigger part of convenience by highlighting their huge sales potential to retailers. Following the launch of our Masterbrand strategy, we have the right marketing plans in place to drive significant growth into the category. And now, thanks to our multi-million pound investment programme for biscuits with new and enhanced tools for retailers, we have the right strategy to get the biscuits category back into growth in convenience.”
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