Biscuits and cakes manufacturer Pladis has unveiled the next phase of its Convenience & Impulse (C&I) strategy, including two new channel exclusive launches and in-store merchandising support.
The launches are a new McVitie’s Chocolate Digestive range of £1.50 PMPs and a 89p McVitie’s Biscuit Barrel range.
The McVitie’s Chocolate Digestives PMP range offers a more competitive headline price in line with multiple c-stores and will drive base sales of the bestsellers. The packs allow retailers to make a significant margin on the best-selling biscuits in the category through a new case size containing three free packs (15 packs for the price of 12).
The new 89p McVitie’s Biscuit Barrel range brings together Custard Creams, Bourbons and Shorties under the nation’s favourite biscuit brand. 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 which is not much wider than a packet of biscuits, delivered a 4.8% category uplift, equivalent to an annual 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.
Hena Chandarana, Trade communications controller for Pladis in the UK, said: “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.
“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 are set to extend this success even further.
“As the category leader with 50% of the best sellers in Symbols & Independents, including six of the Top 10, we’re committed to supporting our retail partners to grow their business and to develop targeted C&I initiatives that drive the category.”