Pladis is revamping its retailer category initiative by adding location-specific advice and promotions.

The company's relaunched Better Biscuits programme now contains regional advice for London and Scotland.

London retailers have more demand for cookies and continental wafers, while Scottish retailers must cater for a higher demand of oatcakes.

According to Pladis, retailers who follow the initiative can increase their sales by 22% in 12 weeks.

Two years ago, Pladis calculated an £88m opportunity for retailers by driving category core range distribution.