Exports Case Study: United Biscuits
United Biscuits (UB) is a leading international manufacturer of biscuits, snacks and cakes, that are enjoyed around the world, including McVitie's, Carr's and Jacob's. International markets are of vital importance to UB, whose brands are sold in over 130 countries, accounting for 20% of company revenue in 2015, forecast to reach 30% in 2017.
UB International (UBI) is a multi-cultural team of 1,200 people throughout the
world with a head office in London. It has transformed from a trading business
become UB's growth engine, whose sights are set on four key developing markets
(China, India, Middle East and Nigeria).
UBI's growth strategy is based on building hubs, with local Marketing, Technical
and Manufacturing capability in key markets across the world. In 2009 it was
India, where consumers can now enjoy tasty wholewheat, celebrity endorsed
biscuits. 2013 was the turn of the Middle East, where McVitie's biscuits are
made in Saudi Arabia and exported across the region. 2014 saw the significant
acquisition of A&P Foods in Nigeria, enabling the local manufacture of biscuits
and snacks to meet consumer demand. Also in 2015, McVitie's biscuits started to
manufactured in China - only 3 years after the McVitie's brand was re-launched
there in 2012.
UB works hard to understand local consumer needs and deliver top quality
biscuits that meet these needs. McVitie's is UB's most successful brand, with
quintessential Digestive enjoyed worldwide. Being such a versatile biscuit, the
McVitie's Digestive is eaten for breakfast in Italy, as a cracker with toppings
Sweden, and as an accompaniment to coffee and tea in the Middle East. What each
these markets has in common is that McVitie's is seen as a successful British
brand of deliciously wholesome biscuits. To build the McVitie's brand,
communicates with consumers worldwide, through locally relevant marketing
activities, ranging from AC Milan sponsorship (Italy), TV advertising (Middle
mass sampling initiatives and catchy radio jingles (Nigeria).
Last reviewed: 26 Feb 2016