With biscuits purchased by nearly 28m UK households in 2022, the category should form part of any retailer’s core food and drink offer. Mondelēz International looks at how stores can better understand the market and boost their biscuit sales.

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The UK biscuit category is now worth £3.3bn and growing. Split into three broad segments – sweet, savoury and healthier* – it offers plenty of opportunity for retailers to inspire and drive sales.

In this exclusive Masterclass, Mondelēz International analyses the trends and shopper missions in the biscuit sector and reveals how retailers can capitalise on them to build a better biscuit future.

*As defined by Nielsen

Read the full report here: