Oatcake manufacturer Nairn’s is eyeing growth in the convenience and wholesale sectors with its first ever price-marked packs.
Its Rough and Fine Milled oatcakes will be available in packaging with a £1 price flash in the corner.
Nairn’s has “enjoyed continued success” within the large multiple retailers and is now turning its attention to the convenience channel, where price-marked packs are often used by other brands.
To help with this, the company has appointed a new national account manager – Scott McPherson – who will be responsible for wholesale and convenience channels.
“We are the biggest oatcake brand in the UK and one of the fastest-growing players within the savoury biscuit category. With this in mind, we’re confident we can drive incremental volume within wholesale and convenience, keeping both retailers and customers happy with great products and channel-specific packaging,” said Paddy Cronin, UK sales director at Nairn’s.
“Our aim is to secure widespread distribution across the cash & carry and delivered wholesale channels. We also seek listings with key convenience customers and will support all retailers with an up-weighted support package, either direct or via their wholesaler.”
McVitie’s owner Pladis is also targeting growth in convenience with its Better Biscuits Best Sellers initiative, which has seen an uplift in category sales since its launch two years ago. The second phase of the plan was rolled out last month and included regional splits for London and Scotland.