The Better Biscuits Best Sellers category initiative from Pladis – 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.

Better Biscuits was launched in 2016, and Pladis says that retailers who embraced the Better Biscuits initiative and followed the category advice saw an average uplift of 22% in their biscuit sales in 12-week trials. Meanwhile, Pladis enjoyed 25% distribution growth in its core range (YTD).

Now forecourts and cash and carry depots have been added to the trading formats section, with specific planograms and merchandising advice, and regional recommendations for London and Scotland have been introduced.

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 Better Biscuits message is supported by Pladis’ field sales team, who will continue to deliver 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 resulting in major uplifts in sales and I’m delighted we’ve been able to expand the focus in our refreshed programme.”

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.