United Biscuits (UB) has identified £500m of growth opportunity in the UK biscuit market as part of its first Biscuit Review.

The review provides insights into the current sales performance of key brands, along with research into market trends, and has been created with data largely drawn from Kantar Worldpanel.

Over 1,000 copies are to be distributed to UB retail clients and the press, and category controller Alastair Davis said the report was not a one-off: "We are going to be producing this annually, refreshing it with fresh insight.”

He added: “We don’t have any financial gain in the short term, but it does cement our position as the number one thought-leader in the category.”

Category Vision

The report also details the company’s category vision, which identifies £500m of growth opportunity centred on seven key strategy directives, including the healthy-eating trend and increasing consumer enjoyment of the shopping experience through range simplification.

Sarah Lonorgan, director of customer marketing at UB, said: “We have a clear ambition at United Biscuits to be the leading authority on category and shopper insight in the UK. Our Biscuits Review and Category Vision are both milestones in our commitment to delivering world-class plans, products and services that inspire our customers and provide sustainable long-term growth.

“When we compare the UK biscuit landscape to the other impulse categories, we can see there is so much more that we can do to grow its presence. We’ve got to bring fun, energy and inspiration to the point of purchase and create a more enjoyable shopping experience.”