With biscuits purchased by more than 28m UK households in 2023, the category is fully embedded into the nation’s heritage. With growth in its three key segments of sweet, savoury and healthier*, Mondelez International examines how retailers can trade on consumer need states to boost sales.

This is an advertising supplement brought to you by The Grocer.

The UK biscuit category, now worth £3.7bn [Nielsen], is growing in both value and volume as snacking continues to be important to consumers.

However, category value is driven by understanding and insight into shoppers’ needs and behaviours, which enables stores to grow their sales.

In this exclusive Masterclass, Mondelēz International shows how they can tap into each key sub-sector to drive interest and basket spend.

*As defined by Nielsen.

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