Retailers are missing out on additional biscuit sales due to not stocking impulse formats in key locations.

That was the advice from Jeremy Peters, head of category and insights for Burton’s Biscuits Company, who said that biscuits were as impulsive as gum, with 44% of purchases being unplanned.

“Within impulse, cookies have a 10% share of biscuits. The sector is growing by 7.1% in total market, but only 3.2% in impulse, which shows retailers have an opportunity,” he said.

The company is aiming to help retailers by launching a campaign for its Maryland brand, which is worth £50m but is predicted by the company to grow to £60m
by 2020. 

The £1m media spend will run until June with the tagline ‘What would you do for a Maryland Cookie?’

The campaign includes TV advertising, which is set in a convenience store, and
social activity.

Convenience retailers can drive sales with 4,000 window posters and shelf strips and 8,000 wobblers rolling out with SHS.

“Maryland is growing at 7.5% and within convenience it is three times bigger than the next biggest brand. Retailers should be stocking its 99p price-marked packs the mini 40g pack in impulse locations around the store to drive sales,” Peters said.

Hear from retailers on how they plan to increase their cake and biscuit sales.