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Pladis, formerly United Biscuits, has unveiled details of its plan to continue growing convenience biscuits sales by £88m in the next five years.
The company has launched an 89p price-marked McVitie’s Biscuit Barrel range, which contains Bourbon Creams, Custard Creams, Nice, Shorties and Coconut Rings.
Wes Armstrong, head of managed convenience sales at Pladis, said: “These bestselling biscuits tend to be only available in own label. Symbol groups like Nisa and Spar are passionate about own label but where own label isn’t strong enough, this can fill that gap.”
McVitie’s Digestives Nibbles has also launched in smaller £1 PMPs and will be on TV until October.
In a move to help retailers compete with the supermarkets, McVitie’s is reducing the PMP price of its Chocolate Digestives and Chocolate Hobnobs from £1.75 to £1.50.
The new packs will be available in cases of 15 packs for 12, which gives margins of 40%.
The new releases follow the company’s launch of its ‘Better biscuits, best sellers’ initiative earlier this year, which explains the top 50 bestselling products in convenience.
Kay Patel, owner of Global Food & Wine (Best-one) in Stratford, worked with Pladis to reduce the number of lines on his main fixture by 22%.
“Pladis relayed it for free and at the end of a 12-week trial I saw a 19% increase in sales,” he said.
McVitie’s is also launching a new display stand, which has led to a 4.8% category uplift in five trial stores. The company’s sales force aims to do 1,000 more fixture relays this month.