United Biscuits attempts to grow savoury category

Jacobs:
UB will push its savoury brands in Masterbrand strategy
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McVitie’s manufacturer United Biscuits has launched a ‘Snack Happy’ tour of depots across the UK in attempt to boost its Jacob’s biscuits sales.

As part of the company’s £22m Masterbrand strategy, the five-step ‘Better Biscuits, Better Business’ plan, will drive its core savoury lines in the convenience sector.

Hena Chandarana, trade communications controller, said: “We believe there is a huge sales opportunity for biscuits in the impulse trade with an £18m RSV opportunity 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.

“Following the launch of our Masterbrand strategy, we’ve fundamentally shifted our strategy and are continuing to make investments into the category and convenience channel to support retailers. We recently made all core biscuit ranges, including Jacob’s Cream Crackers, available in cases of 12 rather than 15.

“With a reduced financial outlay equating to a 20% reduction in entry price, retailers are now able to take better control of their stock and take full advantage of the sales on offer from the biscuit category.”

Retailers which attend depots will see a showcase of display solutions, products and deals. The company will offer the chance to win a £100 fuel card at each depot as part of the tour.

This follows other key investments made by the company, including the introduction of a new £4m dedicated field sales team.

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