United Biscuits (UB) has announced the launch of its “exclusive retailer Ambassadors Club” as it increases its focus on the convenience sector.
The biscuit and cake business has selected 12 independent retailers across the UK to help the company gain insight into challenges retailers face. They will form the UBAC.
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.
Hena Chandarana, trade communications controller at UB UK, 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.”
The group will meet on a quarterly basis, and UB hopes that, as a result, the initiative will help grow sales, with a focus on its core range.