CATEGORY REVIEW
BISCUITS PLADIS
BISCUITS CATEGORY EYES £3BN LANDMARK THE LATEST PLADIS ANNUAL BISCUIT REVIEW SHOWS CATEGORY SALES GREW £212M LAST YEAR, TAKING TOTAL SALES TO £2.96BN – AND PLADIS OFFERS SOME TIPS ON HOW TO KEEP THAT MOMENTUM GOING IN 2021.
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iscuit category captain pladis, the company behind brands such as McVitie’s, Go Ahead and Flipz, has launched its 2020 Annual Biscuit Review, which urges retailers to build on lessons learned to propel future growth. After a bumper year for biscuits, which demonstrated the strongest growth in more than five years – fuelled by shoppers returning to classic ‘biscuit barrel’ products in their droves – pladis predicts the category will touch £3bn by the end of the year. “Biscuits had an incredible year amid a tumultuous 2020,” explains Scott Snell, Vice President of Customer at pladis UK & Ireland. “And, while there were certainly winners and losers in this mix, overall, biscuits began to play an increasingly important role in consumers’ lives. “This category has always been important to shoppers, and biscuits are purchased by virtually all British households (99.5%), but last year we saw more people reacquainting themselves with the category and buying in more frequently to complement an uplift in hot drink moments at home.”
20 I SLRMAG.CO.UK / ISSUE 49 / WEDNESDAY 31ST MARCH 2021
