Better Biscuits, Better Business

United Biscuits has announced plans for a multi-million pound investment in the UK, including a new field sales team and a brand new trade platform. It is hope this will enable convenience retailers to build a better, more successful Biscuits business.

As part of the strategy, UB is launching a new convenience programme, Better Biscuits, Better Business, which will be supported with a new trade platform, www.betterbiscuits.com.  The website, which is designed around UB’s “Baked to Build Your Business” strapline, will offer retailers an easy-to-follow five-step plan, among other tools, to help them grow their Biscuit sales.

The new national field sales team will be working with convenience retailers across the UK to guide them on its five-step plan to a better Biscuits business.  During recent trials, UB implemented its five-step ‘Better Biscuits Better Business’ programme, including its core range advice, which resulted in an average Biscuits unit sales growth of 68%. UB is now rolling out the programme in stores nationwide to help other retailers achieve similar sales results for Biscuits.

Hena Chandarana, trade communications controller at UBUK, comments, “Within Convenience, biscuits have underperformed in comparison to confectionery and snacks for too long.  It’s for this reason we’re excited to announce our plans to help rectify this by driving strong growth within convenience.  Our investment into building relationships with customers and offering relevant ranging using our new dedicated field sales team, on top of our existing regional sales team, will help drive rapid growth in the convenience channel.  While our focus for 2014 is on driving the right distribution on existing core Biscuit lines, we have some exciting plans in the pipeline to drive future growth into the convenience channel.”