Pladis – masters of the Big Night In

At pladis, says Hena Chandarana, Trade Communications Controller, we offer a large range of core everyday biscuit brands and snacks which are much loved by consumers and sought-out on shelf for Big Night In occasions. Stocking best sellers like these will help lead to better sales and profit for retailers, particularly if supported with the right range of price points.

For example, as our Better Biscuits category advice indicates, Price Marked Packs play a vital role in demonstrating value to consumers, particularly in convenience. We have more than 40 brands available in PMP’s. We work with retailers and wholesalers through our field team to ensure we have great in store execution.

With sharing an increasingly important part of snacking, particularly for nights at home or entertaining, consumer preference is towards larger sharing packs and new flavours to experiment on.

Recent additions to our Jacob’s and McVitie’s ranges through Jacob’s Cracker Crisps and McVitie’s Digestive Nibbles have also supported this trend.

What To Stock

At pladis we offer customers a range of popular shareable snacks across sweet and savoury. Our Jacob’s Cracker Crisps range launched last year to target this fast-growing evening sharing occasion. Jacob’s Cracker Crisps are now worth £11m RSV and consumers are choosing this brand on a regular basis as part of their repertoire. We have continued to invest heavily behind Cracker Crisps and have further new news in the pipeline for 2017 with a Limited Edition Range, which is a ‘big night in’ must stock. Last year we announced our biggest NPD of the year with new McVitie’s Digestives Nibbles. The first innovation of its kind for the UK biscuit category, the product is a major innovation for pladis, offering the well-loved taste of the UK’s number one McVitie’s Digestive biscuit range in a modern bitesize format.

The range is available in Milk Chocolate, Dark Chocolate, and Caramel flavours, in 120g and 80g £1 PMP pouches. McVitie’s Nibbles have already seen impressive sales since its launch, with an RSV of over £15m. We recently launched a new variant – McVitie’s Hobnobs Nibbles. Anticipated to continue the success already seen for the range, McVitie’s Hobnobs Nibbles are available in a 120g pouch for £1.89 and an 80g PMP pouch for £1. This will be supported by the McVitie’s Sweeet™ campaign with a media spend of £3m. It takes total media spend for the McVitie’s Nibbles range since launch to over £5m.

McVitie’s Nibbles has received great success since launch, winning Product Launch of the Year at the Retail Industry Awards in 2016 and, also winning Top Sweet Biscuit Campaign by The Grocer in 2016. More recently, in May, McVitie’s Nibbles was recognised for its innovative new format, winning Product of the Year at the P&H awards.

How should the different categories be merchandised?

Retailers should consider creating a dedicated ‘big night in’ display in-store based around the most desirable products and pack formats for this occasion.

A well merchandised ‘big night in’ display with paired products and cross-category promotions will always encourage incremental purchases and help drive up profits. Locating this in high footfall areas at the front of store will help draw shoppers’ attention to the fixture, increasing impulse sales. The appearance of a display is often underestimated in terms of the influence it has on shopper purchasing decisions. Making ‘big night in’ features attractive and easy to spot will have a positive impact not only on the sales of products included, but potentially on other categories as shoppers are shown to spend more time in-store as a result. Shoppers want themed space and signage, so offering secondary sightings, for example at point of sale, and eye-catching shippers can also significantly boost retailers’ sales.