Convenience strategy

Two channel-exclusive launches as biscuits giant ramps up its c-store programmes

BISCUIT and cake giant Pladis  is ramping up activity in its convenience and impulse strategy.

mcvities-display-standThe work began with the introduction of a new sales team and c-store advice programme in 2014 and now a range of new initiatives is being launched including a new McVitie’s Digestive £1.50 PMP range and the 89p McVitie’s Biscuit barrel range.

Trade communications controller Hena Chandarana said:  “Our new McVitie’s Digestive PMP and Biscuit Barrel ranges enable retailers to achieve a high margin on our products and offer their customers the number-one biscuit brand at a great value price.

“The past two years have seen our new field sales team successfully increase distribution and strengthen relationships with customers by offering advice and equipment solutions.”

A McVitie’s display stand is also being made available to stores.

Chandarana said: “In trials, the hard-wearing and space-friendly unit, not much wider than a packet of biscuits, delivered a 4.8% category uplift, equivalent to an increase of over £700 in sales per store.”

The field sales team will also increase focus on new products including McVitie’s Nibbles and Jacob’s Cracker Crisps.