United Biscuits has announced its latest commitment to the convenience and impulse category through the launch of its retailer Ambassadors Club. Comprised of 12 independent retailers from both affiliated and unaffiliated sectors across the UK, the panel supports UB’s dedication to work in close partnership with its customers.
The new United Biscuits Ambassadors Club (UBAC) will convene on a quarterly basis to discuss current hot topics and share category experience, allowing UB to gain deeper insights on the challenges faced by retailers in the current environment. The UBAC will also offer members the chance to take a first look at UB’s initiatives and directly share feedback on proposed developments to the company’s convenience and impulse offering.
The UBAC forms part of UB’s increased focus on the convenience sector, building on previous investments made by the business over the past 12 months including the launch of its national field sales team and dedicated category management platform ‘Better Biscuits Better Business’.
Hena Chandarana, Trade Communications Controller at UBUK, said: “We know the biscuit category holds huge growth potential for the convenience sector and throughout 2014 we made key investments to help retailers achieve this growth. We have had extremely positive feedback from convenience customers on how our Better Biscuits advice has been instrumental in helping them increase biscuit sales in store, which is crucial in the current market of increased high street competition.
“Convenience is a complex channel and we recognised the need to get to the heart of the issues and challenges retailers are facing. Through the launch of the UB Ambassadors Club we are building on the strong partnerships developed through our Better Biscuits platform, as we look to drive continued growth into the category and convenience channel at large.”