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Premier Foods

Bird's custard, Hartley's jams and Smash amongst Premier Foods brands up for sale

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By The Drum Team, Editorial

February 22, 2012 | 1 min read

Premier Foods is said to be selling off some of its most famous brands, with Hartley's jams, Saxa, Paxo, Bird's custard, Be-Ro flour, Smash and Sun-Pat all set to go.

It is said that the sales are happening so that Premier Foods can focus on its eight "power brands", with a £50m marketing campaign rolling out.

The brands which are staying with Premier are Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr Kipling, Oxo and Sharwood's.

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