United Biscuits has gone on tour this month to drive growth of the biscuit category in the convenience channel.

The manufacturer is holding a series of depot event days until the end of May, highlighting the huge sales potential of the biscuit category. The UB team is travelling to depots across the country to offer retailers advice on how to boost their sales using its five-step ‘Better biscuits, better business’ plan, which it launched last month.

The depot activity will be supported by the introduction of smaller cases for selected biscuit ranges, including McVitie’s Milk Chocolate Digestives in cases of 12 rather than 15 from May.

Hena Chandarana, UB trade communications controller, said with a reduced financial outlay, retailers will be able to take better control of their stock. “We’re continuing to make investments into the category and convenience channel by providing retailers with the right tools for the job,” she said. “Whether it’s by visiting a depot day to gain merchandising advice or using UB’s relevant ranging with its smaller cases, support is always on hand to help retailers take advantage of the sales on offer in the convenience channel.”

Meanwhile, UB has launched a £10m ad campaign for Jacob’s. As part of its masterbrand strategy, which brings crackers, crispbreads and flatbreads, and brands such as Mini Cheddars, Oddities and Twiglets under the Jacob’s banner, three commercials began airing this month.