Premier Foods hails performance of Fuelling Britain campaign

Premier Foods has reported a 3.7% sales lift across its eight 'power brands', helped by the Batchelors 'Fuelling Britain' campaign, according to figures for the three months ending 31 March.

Batchelors: Fuelling Britain campaign helped Premier Foods first-quarter results
Batchelors: Fuelling Britain campaign helped Premier Foods first-quarter results

However,  the company suffered a dip in sales of other brands.

Premier Foods today (25 April) reported a trading update that showed overall group sales were up 1.3% to £427m in the quarter.

The Batchelors 'Fuelling Britain' campaign was broadcast on radio this year, the only Premier Foods 'power brand' that the company has decided not to support with TV advertising.

Today, it said the campaign had helped lift sales of Batchelors.

In March,  Premier Foods disclosed a shift in strategy to focus its efforts on its eight key brands: Hovis, Mr Kipling, Ambrosia, Sherwood's, the Loyd Grossman sauces range, Bisto, Oxo and Batchelors.

Premier Foods has been forced to shrink the size of its business by selling off brands in an effort to reduce its debt pile, which at November last year, stood at £1.27bn.

In its update to the market today, the company pinpointed the performance of the Loyd Grossman, Sharwood’s, Batchelors and Oxo brands.

Sales of its eight 'power brands' was up 3.7%, from £207m to £215m, between quarter one 2012 and quarter one 2011.

But sales of its other brands fell 0.5% in the same period, slipping from £93m to £92m.

Michael Clarke, chief executive of Premier Foods, offered a positive outlook for the future of its brands this year.

He said: "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."

Follow John Reynolds on Twitter @johnreynolds10


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More