BISCUITS and cakes manufacturer Pladis has rolled out the next phase of its Convenience & Impulse (C&I) strategy, including two new channel-exclusive launches and in-store merchandising support.
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. Its extension, the ‘Better Biscuits, Best Sellers’ initiative rolled out in March this year and has already resulted in up to a 28% sales uplift in trials across ambassador and field sales visited stores, the company says.
The new initiatives include the launch of a McVitie’s Chocolate Digestive range £1.50 PMP and a new 89p McVitie’s Biscuit Barrel range, bringing well-known biscuits like Custard Creams, Bourbons and Shorties under the one brand.
A McVitie’s display stand, not much wider than a packet of biscuits, is also being introduced in stores.
Pladis reports that during trials, the display unit delivered a 4.8% category uplift, equivalent to an annual increase of over £700 in sales per store.
The field sales team will be increasing 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.
The Better Biscuits website, launched in 2014, has been revamped to provide improved retailer education and engagement, the firm says. The site includes a news section and a facility for retailers to book fixture relays directly, plus quarterly competitions.
“The launch of our new McVitie’s Chocolate Digestive PMP and Biscuit Barrel ranges enable retailers to achieve a higher margin on our products and offer their customers the number-one biscuit brand at a great price,” said UK trade communications controller Hena Chandarana.
“The past two years have seen our new field sales team successfully increase distribution and strengthen relationships with customers by offering relevant category advice and effective equipment solutions as evidenced by our sales success. The focus on NPD and PMPs is set to extend this success even further.”