‘Better biscuits’ gets even better pladis’ award-winning category initiative evolves with four key additional levers for biscuit category growth

pladis’ Better Biscuits Best Sellers category initiative in the UK –now simply called Better Biscuits – is evolving to include four additional levers for growth. Using its position as category leader, Better Biscuits will incorporate regional advice, two more trading formats, promotions and NPD into its refreshed programme.


Since its launch in 2014, Better Biscuits has been a huge success, having made a major impact across the Convenience channel. Retailers who embraced the Better Biscuits initiative and followed the category advice saw an average uplift of +22% in their biscuit sales in just 12 weeks[1]. Meanwhile, the total core range distribution grew by +19%[2] and what is more, the Better Biscuits initiative has been recognised across the industry and has won accolades at key trade industry awards.


With the addition of regional recommendations for London and Scotland, Better Biscuits is the first category initiative to include region-specific advice. In the recommendations for London retailers, for example, cookies and continental wafers have a higher presence are included to cater for specific consumer demand, while for Scotland, more mallows and oatcakes have been included.


Forecourts and cash and carry depots have been added to the trading formats section, with specific planograms and merchandising advice. Meanwhile, with value being a sales driver, promotions are given more of a focus, own-brand has been added and the importance of NPD is recognised with more space on-fixture for new lines.


The industry-leading Better Biscuits message is supported by pladis’ leading field sales team, who will continue to deliver valuable category advice in-store to retailers across the UK.


Alastair Davis, Category Controller at pladis, UK & I, said: “As the biscuit category leader in the UK, pladis is in the perfect position to help retailers unlock more sales opportunities and achieve continued growth. Our category approach has proved to be a ‘win win’ for retailers – by ensuring availability of their customers’ favourite products and driving increased sales.


As part of the new programme, Better Biscuits will launch its new Twitter handle in April (@BetterBiscuits), giving retailers the opportunity to learn more about their biscuit fixture and how to make the most out of the category.”



[1] Pladis, Better Biscuits 12 we Store Trials

[2] IRI 2 Years to 31.12.18

Author: kimbarnard

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