United Biscuits (UB) is building on its snacks category support programme for independent retailers with a cash and carry tour to grow savoury biscuit sales.

The ‘Snack Happy’ scheme will see the manufacturer visit 22 depots around the UK this month, where reps will offer sales advice on Jacob’s brands including Jacob’s Cream Crackers, Twiglets and Mini Cheddars.

In addition, retailers will be able to take advantage of special offers and PoS material, and learn more about UB’s ‘Better Biscuits, Better Business’ category advice plans. Visitors to participating depots will also have the chance to win a £100 pre-loaded fuel card.

The activity forms part of UB’s ongoing £22m ‘masterbrand’ strategy, and also comes off the back of a depot tour promoting McVitie’s sweet biscuits earlier this year.

[pull_quote_right] We believe there is a huge sales opportunity for biscuits in the impulse trade with £18m retail sales still to be unlocked [/pull_quote_right]

Phil Nicolle, impulse director at UB, told RN that the McVitie’s depot tour had led to a £300,000 sales uplift for the brand in five weeks, and is expecting a similar uplift during the Jacob’s offer.

He added that the company has also invested £4m to introduce its own field sales team, which has been calling on newsagents and convenience stores to help retailers maximise biscuit and snack sales.

Hena Chandarana, trade communications controller at UB, added: “We believe there is a huge sales opportunity for biscuits in the impulse trade with an £18m retail sales still to be unlocked in the convenience sector. However, manufacturers have a job to do in order to help retailers decide which products they need to stock to achieve this.”