Pladis, the UK’s leading manufacturer of biscuits and cakes, has unveiled the next phase of its Convenience & Impulse strategy with two new channel exclusive launches and in-store merchandising support. The range of new initiatives include a new McVitie’s Digestive range £1.50 PMP and a new 89p McVitie’s Biscuit Barrel range.
The McVitie’s Digestives PMP range offers a more competitive headline price in line with multiple c-stores. Pladis said the packs allow retailers to make a significant margin on the best-selling biscuits in the category and a new case size containing three free packs (15 packs for the price of 12) is also available.
The new 89p McVitie’s Biscuit Barrel range brings together some of the UK’s best loved biscuits including Custard Creams, Bourbons and Shorties. These 300g packs have evolved from the current 150g Crawford’s range and offer great value and an improved cash and percentage margin opportunity for retailers.
A McVitie’s display stand will also roll out across stores. In trials, the hard-wearing and space-friendly unit delivered a 4.8% category uplift, equivalent to an increase of over £700 in sales per store.
The field sales team will increase support with a focus on new products including McVitie’s Nibbles and Jacob’s Cracker Crisps, PMPs and a further 1,000 ‘Better Biscuits’ fixture relays.
And finally, the Better Biscuits website has been revamped to deliver improved retailer education and engagement. The site includes a regularly updated news section and a facility for retailers to book fixture relays directly, plus quarterly competitions. To celebrate the recent launch of McVitie’s to Go, retailers can enter their details to win a case of the new individual portion packs and a coffee machine to help boost their grab-and-go sales.
The activity follows a multi-million pound investment in 2014 when a new field sales team and convenience specific category advice programme – ‘Better Biscuits, Better Business’ – was introduced. The extension to that – the ‘Better Biscuits, Best Sellers’ (BBBS) initiative – rolled out in March this year and includes remerchandising fixtures in line with BBBS advice, ranging the best-selling SKUs and improving visibility and availability. This initiative has already resulted in up to a 28% sales uplift in trials across ambassador and field sales visited stores. With a potential £88m growth opportunity for Biscuits in Convenience, these strategy developments are part of the company’s commitment to further support and grow the C&I category in 2016 and beyond.