United Biscuits (UB) has launched a new convenience programme to help retailers grow their biscuit sales.

The Better Biscuits, Better Business programme is supported with a new website, which offers retailers a five-step plan to help them develop sales.

Launched at the National Convenience Show, held at the NEC in Birmingham (24-26 March 2014) the site is designed around UB’s ‘Baked to Build Your Business’ strapline.

It contains retailer case studies, display ideas, and step-by-step advice on the best biscuits to stock, and how best to merchandise them.

Hena Chandarana, trade communications controller at UBUK, said 2014 was a new dawn for UB.

Chandarana said: “With research showing that shoppers spend less than 60 seconds at a fixture, easy navigation and impactful layout are everything. Our five-step Better Biscuits, Better Business programme on the new website offers independent retailers practical ways to grow their sales.” 

The strategy is supported by a multi-million-pound investment, and includes a new field sales team who will work with UK convenience retailers on UB’s five-step plan to a better biscuits business.

According to UB, trials which implemented the five-step programme resulted in an average biscuits unit sales growth of 68%.

While the business is currently focusing on driving distribution on existing core biscuit lines, Chandarana added it had “some exciting plans in the pipeline to drive future growth into the convenience channel”.