Also new are regional recommendations for London and Scotland. For London retailers, cookies and continental wafers have a higher presence to cater for specific consumer demand, while for Scotland, more mallows and oatcakes have been included.

In addition, 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.

Since its launch in 2014, Better Biscuits has had a major impact in the convenience channel, with retailers who followed the category advice seeing an average uplift of 22% in their biscuit sales in just 12 weeks. Meanwhile, the total core range distribution grew by 19% (IRI).

The Better Biscuits message is supported by pladis’ 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 & Ireland, comments: “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 programme, a new Twitter handle will be launched in April (@BetterBiscuits), giving retailers the opportunity to learn more about their biscuit fixture and how to make the most out of the category.