United Biscuits launches new ‘Better Biscuits Best Sellers’ initiative
United Biscuits (UB), a leading international manufacturer of biscuits, cakes and snacks, , has launched its new ‘Better Biscuits, Best Sellers’ category initiative to drive total biscuit category growth by up to £88 million in the next five years.
The campaign supports United Biscuits’ current advice platform ‘Better Biscuits, Better Business’ but with a specific focus on driving availability and visibility of the UK’s favourite biscuit products across the Convenience channel.
‘Better Biscuits, Best Sellers’ provides impartial ranging and merchandising advice by outlet type and fixture size, covering all manufacturers and takes into account the specific needs of shoppers in the different store formats.
UB has launched this initiative to ensure that retailers can identify the best-selling products within the biscuit category that they should be stocking in order to best meet their shoppers’ needs and maximise their category sales. For example, McVitie’s Jaffa Cakes, one of the best-selling biscuit products in the market, are only stocked in 70% of UK convenience stores.
“As the biggest supplier of biscuits in the UK, UB has invested in this initiative to ensure that its customers can maximise the potential that the biscuit category offers but has yet to fully realise,” says Amanda Kurylowski, United Biscuits Impulse Category Controller, UK.
‘Better Biscuits, Best Sellers’ will help to unlock new opportunities and sales growth for the trade. Shoppers will benefit because their favourite products will be available to them in more outlets and their needs will be met through simpler and more inspiring fixtures. Product duplication will be reduced and merchandising improved through clearer brand and product blocking.” she adds.
The initiative follows on from the launch of the United Biscuits Category Vision and 2015 Biscuits Review and further demonstrates the company’s commitment to growing the biscuits category as a whole.
Retailers will be able to access the advice across a variety of touch points and activations, including the updated website, www.betterbiscuits.com, contact from the United Biscuits field sales team, retailer magazines, trade shows and depot tours.
Amanda Kurylowski continues: “As market leaders, we feel it’s our responsibility to take a total category approach. This initiative will allow us to provide impartial ranging advice which takes a view across all manufacturers and brands across the different channels to help retailers maximise their top-line biscuit category sales.”
For more information please contact:
Laura Swain or Cecilia Hocking, touch pr, 0208 544 6900
Notes to editors
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK and BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK, and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding which is the owner of the master brands Ülker, McVitie’s and Godiva. Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 77 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 50,000 people around the world. https://english.yildizholding.com.tr/