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Premier Foods Mr Kipling Hovis

Premier Foods promises continued marketing investment as group sales increase by 1.3%


By The Drum Team | Editorial

April 25, 2012 | 2 min read

Premier Foods, which owns Hovis, Batchelors and Mr Kipling is set to increase its marketing investment this year, it has said, as it reported an increase in group sales of 1.3%.

The company has reported group sales of £427, and said that it will continue to invest into marketing spend to promote its eight Power brands, as sales of these were also found to increase by 3.7%.

Michael Clarke, chief executive officer said: "These first quarter results are in line with our expectations. The consumer environment continues to be very challenging and our focus for 2012 remains unchanged; to stabilise the business and invest in our recovery.

"In this year of British celebration, we believe that more and more of our retail customers and consumers will be choosing to buy British brands like ours, made in Britain, supporting British jobs.

"We have a solid programme in the second quarter to support Power Brands sales including further advertising, targeted promotions and new product innovation such as the recently launched Hovis Farmer's Loaf with 100% British wheat, Batchelors Deli-Box range of convenient meals, Ambrosia rice snack pots and a limited edition range of Mr.Kipling cakes celebrating the Queen's Diamond Jubilee,” he continued.

"We are driving sustainable sales and improving market shares by focusing investment behind our eight Power Brands, improving customer collaboration and reducing costs."

The investment in marketing is likely to be around the launch of Mr.Kipling British Fancies and Mini Classics, ahead of the Queen’s Diamond Jubliee celebrations, while a new Deli-Box range is also to be released under the Batchelors brand, and a wider range of Ambrosia rice snack pots, during the second quarter of 2012.

Premier Foods Mr Kipling Hovis

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