United Biscuits crunches numbers for site

If you’re looking to better your biscuit sales, United Biscuits has the answer.

The manufacturer has launched a website to help convenience retailers capitalise on the £85m sales opportunity in the biscuit market.

The stats:

There are 6.7 billion biscuit consumption occasions in a year in the UK – double that of confectionery

Chocolate Digestives have just 57% distribution in impulse despite being the UK’s favourite biscuit

Betterbiscuits.com forms part of its ‘Better biscuits, better business’ programme which provides retailers with the tools they need to boost their sales. Hena Chandarana, UB trade communications controller, said the website, which replaces UB’s previous category management platform Perfect Store, will help c-stores drive sales and improve their share of the biscuit market. “For every £4 of growth in the next five years £3 will come from convenience, discounters and online,” she said. “We’re embracing that opportunity and getting growth into convenience by supporting retailers.”

She added that the programme would initially focus on take-home biscuits and by the end of this year and into 2015 it would move on to on-the-go biscuits.

In January, UB’s field sales team began visiting c-stores to help implement the category management tips. The scheme will fully roll out to 10,000 stores in July.

Meanwhile, Go Ahead! has been given a new look. The new packs launch this month and will be backed by a £4m marketing campaign later this year.


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