A Bingley business has helped a top snack company to increase impulse sales of its products.

The Valley Group, which designs and makes point-of-purchase displays for a variety of products, has helped boost sales at United Biscuits UK.

The company, which has its head office in Harden, has helped design innovative point-of-sale units for United's Snacks To Go range. Sales of McCoys have grown 19 per cent over the past 12 months and, in its first year, the McV a:m cereal bar had sales worth more than £11 million.

The Valley products have helped retailers display sweet and savoury snacks together and maximise on the impulse opportunity. The products include sweet snacks, like Jaffa Cakes snack packs and McV a:m bars, and savoury ranges McCoy's, Hula Hoops and Mini Cheddars.

Duncan Bergin, UBUK's permanent equipment manager, said he was delighted. "The Valley Group is helping us achieve tremendous impact at the point of purchase, with a combination of strong branding, flexible construction and quality design," he said. "Through our own research we have unique consumer insight into snacking and Valley worked with us to apply this in store".

James Haggas, Valley sales director, said his firm's understanding of how people make purchasing decisions, as well as UBUK's snacks expertise, was fundamental to the design.

"With our experience of managing projects and our capabilities of managing overseas production, we are able to deliver on deadline and with significant cost savings for clients."