scuit Company is creating its first ever regional VIP (value and impulse) sales team that will focus exclusively on developing business with customers at a regional level.The new team will work with national customers that have regional offices and depots, as well as regionally-based customers across the retail, cash & carry, food service and delivered wholesale channels.
Jo Harwood, Burton’s Biscuit Company’s director of VIP and new channels said: “This increased focus and resource highlights the dynamics of the £2.4bn biscuits category in which more people are using their local stores for a weekly top-up.
“The new regional team will drive distribution of Burton’s core brands such as Maryland, Cadbury, Jammie Dodgers and Wagon Wheels, which convenience store shoppers are actively seeking and will develop a greater presence for these top-performing brands in emerging on the go/out of home markets.”
Additional on-the-ground support will be provided by Reach, the field sales team for Cash and Carry.
