Better biscuits, better business
United Biscuits (UB) has launched its largest ever in-depot activation designed to increase growth in the sweet and savoury biscuit categories by driving distribution of its core and NPD lines in the convenience and impulse channels across the UK.
The tour will see UB visit 43 depots across the UK beginning on 4 February and continuing until 27 March. Two dedicated UB brand ambassadors will be on hand to offer retailers advice on how to boost their biscuit sales including UB’s tailored Five-Step ‘Better Biscuits, Better Business’ plan. Supporting the delivery to market of new product lines including the recently revamped Jacob’s Crinkly’s range, the tour will bring UB’s convenience and impulse offering to life for retailers.
On entering the depots, retailers will be met by eye catching front displays highlighting the many attractive deals on offer. As well as strong case deals, they will also be offered a range of point of sale display solutions to help them create unmissable biscuit displays in-store – one of UB’s five ‘Better Biscuits’ simple and easy steps to drive incremental sales uplifts. Customers already implementing the steps have seen increased sales of over 50 per cent in some cases. For example, Mrs Loi of Nisa, Aylesbury achieved a total sales uplift of 66 per cent over three weeks, simply by reordering brands in her biscuit displays.
Hena Chandarana, Trade Communications Controller at United Biscuits comments: “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 per cent compared to the same period the previous year.”
