How price-marked packs are boosting profits in the biscuit category

Price-marked packs (PMPs) are an extremely important format for shoppers. Whilst highlighting value and reassuring customers that they are not being overcharged, the format accounts for three in four sweet biscuits sold in independent retailers [NIQ]. 

PMPs cater to multiple occasions so it is key that retailers look to stock a mix of formats, such as big packs and minis. When stocking these biscuits in-store, retailers should ensure that they are highly visible to help engage shoppers in different areas of the store.

Retailers should place the treats near the till or around the store as secondary touchpoints to maximise on-the-go impulse sales. Biscuits should also be included in the main biscuit bay and near complementary categories, such as hot drinks and savoury snacks, to encourage cross category promotion. This provides an opportunity for retailers wanting to address a range of shopping missions.

Diversify your product offerings 

To capitalise on the growing PMP trend in independent stores, where 70% of volume sales in ‘Sweet Biscuits’ [NIQ] now come from these products, FBC UK has expanded its line-up with new White Choc Chip PMP. The new product joins the family-favourite Maryland range.

The recent launch of £1.59 Maryland White Choc Chip price-marked pack (PMP) has seen much success, with growth in value and volume sales by +19% and +10% respectively [NIQ].

Over a quarter of GB households [Kantar] are buying into white chocolate biscuits. Given the current landscape and demand for value from shoppers, Maryland White Choc Chip meets a strong consumer demand for this flavour [NIQ], whilst maintaining an accessible price-point for consumers.

Winning with Maryland 

To support the launch of the new PMP format, Maryland unveiled a convenience exclusive competition, which saw five lucky retailers have the chance to win a ‘Mary-land’ makeover. The prizes included an array of Maryland branded items to create theatre in-store such as bunting and selfie frames to drive customer engagement.

The first-place prize winner of the competition also won a years’ worth of stock for their store. The winner, Karampreet Singh, owner of Maan News in Halesowen, commented: “We were overjoyed at winning Maryland prizes, which included a years’ worth of stock! As a family, we love Maryland biscuits and so do our customers. We have stocked Maryland in our store for the past 30 years, so we could not believe that we won, and are really grateful.”

Another winner of the Maryland competition, Natalie Lightfoot, Londis Solo Convenience owner, commented: “I am wowed by the generosity of the prizes I’ve won, and I feel really lucky as it’s a great opportunity to create some theatre instore with a great new product.” Lightfoot continued: “I’m also glad to see manufacturers and brands continue to recognise independents as mirroring the wow of a new product launch.”

Nila Patel, owner of Millbrook Post Office and Convenience Store in Stalybridge stated: “We are thrilled to have won the Maryland competition! We can’t wait to share our winnings of delicious Maryland cookies with our wonderful customers and hopefully raise some funds for our local community too – all thanks to Maryland.”

For more information, visit www.fbc-uk.com