Premier Foods acquires iconic Oxo brand as part of £450m deal

by Daniel Farey-Jones, Brand Republic 12-Jul-06, 09:00

LONDON - Premier Foods is to take control of brands such as Oxo and Batchelors after agreeing to buy the UK and Irish businesses of the Campbell Soup Company for £450m.

The deal also includes Homepride sauces, Fray Bentos pies and Campbells soups in the UK. US-based Campbell Soup is selling in order to focus on its North American and other international markets.

Premier Foods already owns brands including Branston, Ambrosia, Typhoo and Birds Custard. It plans to fund the deal by selling new shares to its shareholders.

Robert Schofield, chief executive of Premier Foods, said: "The Campbell's UK busines fits Premier like a glove. This acquisition will bring an excellent portfolio of powerful and iconic brands which we intend to drive forward with increased resource and innovation."

The creative agencies handling the Campbells Soup Company brands are Abbott Mead Vickers BBDO for Oxo, Homepride and Campbells, and Delaney Lund Knox Warren & Partners for Batchelors Cup A Soup and Supernoodles and Campbells V8 Juice.

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