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Premier Foods continues to concentrate on Power Brand investment with sale of Elephant Atta ethnic flour

Premier Foods, as it continues to prioritise its investment into its Power Brands, has sold Elephant Atta ethnic flour to Westmill Foods in a deal worth £34m.

The sale of the ethnic flour brand to the subsidiary of Associated British Foods includes the Elephant Atta, Elephant Chakki Gold and Fassal brands, which are predominantly manufactured at the group’s mill in Southampton.

This follows the company strategy to invest and promote its core brands; Batchelor's, Bisto, Ambrosia, Hovis, Lloyd Grossman, Mr Kipling, Oxo and Sharwood's.

Michael Clarke, CEO of Premier Foods said: "We are continuing to deliver on our growth strategies, growing our Power Brands, divesting selected, non-core businesses and reducing costs on track with our plans. The Elephant Atta brands are great brands that I'm sure will benefit from being part of Westmill Foods."

The brand has worked with integrated agency Mediareach.

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