Additional Information


Content

Premier Foods plans marketing surge after profits boost

Premier Foods is planning a surge in marketing spend for brands including Mr Kipling, Bisto and Homepride over the next six months, after reporting a 2.1% rise in first half trading profit.

Mr Kipling: Premier Foods brand

Mr Kipling: Premier Foods brand

Share this article

The company saw sales fall by 6.1% year-on-year to £364.4m, thanks to a combination of mild weather and a "more disciplined" approach to promotional activity.

However, Gavin Darby, Premier Foods' chief executive, said the business was able to retain a "tight control" of costs and margins, and is now in a position to launch a "strong programme of consumer marketing and new product introductions" in the second half of the year.

The firm said it plans to spend twice as much on consumer marketing over the coming six months than it did between January and June, including a TV, outdoor and social media campaign to promote the re-launch of its Mr Kipling brand.

Premier Foods is also planning the first major campaign for its Homepride brand in 10 years, to support a recent packaging redesign, as well as launching new products under its Bisto, Oxo, Batchelors and Sharwood’s brands.

Darby said: "Following an update of our category plans, we remain convinced of the medium and long-term potential for our brands to deliver profitable growth.

"We plan to continue investing in innovation, marketing, our supply chain capabilities and our people to create long-term shareholder value."

Earlier this year, Premier Foods sold its controlling stake in bakery brand Hovis to US investment firm The Gores Group, in an effort to rejuvenate the bakery brand.

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Mo than a screensaver External website

by Greg Taylor, 24/11/2014

 

What on earth is TV syncing? External website

by Andreas Schroeter, 24/11/2014

 

TT not PC External website

by Ian Moore, 23/11/2014

 

Back to top ^