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Retail Industry Awards Better Biscuits 2018

Discover how Better Biscuits is driving category growth in the retail industry through a 5-step process and industry-leading initiatives. Learn about the impact, growth in core range distribution, and new tactics for 2018.

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Retail Industry Awards Better Biscuits 2018

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  1. Retail Industry AwardsBetter Biscuits 2018

  2. Two Years ago we calculated an unconstrained £88m opportunity to drive category core range distribution £281m Total TH Biscuits Category £193m +£88m £79m £122m +£42m

  3. So what have we been up to? Customer & Retailer Media Events >10,000 calls 700,000+ readership 500+relay sign-ups from trade shows

  4. We have completed 9 Ambassador Trials +22% Average uplift in Biscuits category after 12 weeks

  5. Better Biscuits has been recognised as an industry-leading initiative 2016 2017

  6. And what has been the impact? +19% growth in Total Category core range distribution Source: IRI 2 years to 31st Dec 2017

  7. Core range distribution growth has been achieved across all channels Independents Symbols Forecourts +39% +8% +4% Source: IRI 31st Dec 2017

  8. Distribution has grown across the majority of core pladis lines, with No. 1 sku in the category, Chocolate Digestives, now in 100% distribution % Distribution within stores selling Take Home Biscuits Source: IRI 3rd Dec 2017

  9. So what is new for 2018?

  10. We are launching an evolved 5-step process to drive category growth 2 Optimise promotions and events Maximise impulse & events Draw shoppers to the fixture Stock the best sellers Draw shoppers to the fixture Make prices easy to see Make biscuits impossible to miss Make prices easy to see 4 5 1 3 4 1 5 3 Make biscuits impossible to miss

  11. The 5-step process lays out clear tactics to drive category growth 2 Regions Formats Optimise promotions and events Make prices easy to see Stock the best sellers Maximise impulse & events Make biscuits impossible to miss Make prices easy to see Draw shoppers to the fixture 1 5 3 1 4 5 4 Draw shoppers to the fixture 3 Kit Solutions at fixture Secondary sites Make biscuits impossible to miss Merchandising Signage Clear PMPs Electronic POS Promo Efficiency Seasonal

  12. Updated Methodology for new Best Sellers ranges

  13. We are now live on Twitter @BetterBiscuits Offering retailers the best in class category advice, the latest news and insights as well competitions and much much more! 90 followers in just 6 days

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