United Biscuits launches retailer Ambassadors Club
New advisory panel marks UB’s continued investment and commitment to the convenience channel
22 April 2015: United Biscuits (UB), the leading manufacturer of biscuits and cakes, today announces its latest commitment to the convenience and impulse category through the launch of its exclusive retailer Ambassadors Club. Comprised of 12 carefully selected independent retailers from both affiliated and unaffiliated sectors across the UK, the panel supports UB’s dedication to work in close partnership with its customers.
The new United Biscuits Ambassadors Club (UBAC) will convene on a quarterly basis to discuss current hot topics and share category experience, allowing UB to gain deeper insights on the challenges faced by retailers in the current environment. The UBAC will also offer members the chance to take a first look at UB’s initiatives and directly share feedback on proposed developments to the company’s convenience and impulse offering.
The UBAC forms part of UB’s increased focus on the convenience sector, building on previous investments made by the business over the past 12 months including the launch of its national field sales team and dedicated category management platform ‘Better Biscuits Better Business’.
Hena Chandarana, Trade Communications Controller at UBUK, said: “We know the biscuit category holds huge growth potential for the convenience sector and throughout 2014 we made key investments to help retailers achieve this growth. We have had extremely positive feedback from convenience customers on how our Better Biscuits advice has been instrumental in helping them increase biscuit sales in store, which is crucial in the current market of increased high street competition.
“Convenience is a complex channel and we recognised the need to get to the heart of the issues and challenges retailers are facing. Through the launch of the UB Ambassadors Club we are building on the strong partnerships developed through our Better Biscuits platform, as we look to drive continued growth into the category and convenience channel at large.”
More broadly across the convenience sector, as a result of initiatives such as Better Biscuits and the business’ new dedicated field sales team, UB has seen growth of 1.3 per cent, in what continues to be a challenging market cementing its position as an industry leader. The business remains focused on increasing penetration of its core range which saw an increase of seven per cent in distribution last year supported by the on-the-ground advice of UB’s field sales team.
Update on United Biscuits’ convenience initiatives and key investments:
Launched at the National Convenience Show last year, UB’s convenience platform ‘Better Biscuits, Better Business’ this month celebrates its first anniversary. With close to 4,500 users, the site’s five step category management advice is resonating with retailers, achieving over 19,700 page views since launch.
UB will continue to invest in growing the site following feedback from customers. New content will be developed with advice on how to support seasonal occasions, eat now ranges and the opportunities available within baked snacks, as well as a new quarterly newsletter for retailers sharing updates and success stories from their peers.
Fast approaching its first anniversary, UB’s national field sales team – a £4m investment by the business last year – has been instrumental in helping retailers implement UB’s Better Biscuits category advice.
The 28-strong convenience team has made over 75,000 calls since its launch in July 2014, visiting 9,000 independent and symbol stores every four to eight weeks, working with convenience retailers across the UK to guide them on UB’s five-step plan, with significant success. So far, in 2015 alone, the independent stores visited by UB’s field sales team are seeing biscuits sales increase by more than 40 per cent compared to stores not visited.
Continuing momentum for its field sales function, UB is currently in discussions to launch a retailer rewards scheme, recognising category best practise. Further details are to be announced later in the year.
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About United Biscuits:
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, 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 – 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 48,000 people around the world.
 Nielsen Impulse MAT 2014
 Nielsen Impulse MAT 2014