United Biscuits CASE STUDY The Customer United Biscuits is one of the world’s pre-eminent branded snacks businesses, producing some of the best loved brands – ranging from biscuits and crackers to cakes and savoury snacks. With brands up to two hundred years old, company holds leading or strong number two positions in its core markets of the United Kingdom, the Netherlands, France, Belgium and Ireland, with a rapidly growing international business unit serving consumers from North America to the Middle East, Africa, and Australia. The enterprise network plays a growing role in maintaining production, responding to consumer needs and honing the company’s competitive edge. The Challenge By the beginning of 2011, United Biscuits (UB) had seventeen manufacturing , distribution and off

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