Pladis is enhancing its Better Biscuits category initiative through a bespoke trial with Dhamecha Cash & Carry’s seven London depots.

The purpose of the trial will be to identify the impact and sales growth on POS from using five different languages – English, Hindi, Tamil, Urdu and Polish,and – giving retailers the tools and information to help them grow their biscuit sales in-store in their preferred language.

Hena Chandarana, head of customer marketing – convenience at  pladis UK&I, said: “It’s important for us to work collaboratively with our customers, understand their shoppers and identify areas that help them grow sales.

“Dhamecha recognised that in-depot, for many of its customers, English may not be their first language, and this can act as a communication barrier. Following this feedback, it was important for us to develop information that is easily digestible, accessible and easy to understand for all.

“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 than they would in Scotland. We’re pleased to be working with Dhamecha on this project and hope we can develop this even further in the coming months following successful 12-week trial results.”