Premier seeks agency for £8m Quorn

Premier Foods is looking for a new roster agency and has called a pitch for its recently acquired Quorn brand.

The commercial director of Premier Foods, Howard Beverage, has invited Mother, FCB, Publicis and Miles Calcraft Briginshaw Duffy to pitch for the £8 million task.

The review, which is being handled by Agency Insight, is a blow to the incumbent, Farm, which will not be repitching. Farm was appointed in January last year. It took over from JWT, which had held the account since 2003.

Premier Foods' existing roster includes Clemmow Hornby Inge, Delaney Lund Knox Warren & Partners and Ogilvy & Mather.

Last September, Premier Foods announced a substantial marketing investment in its Quorn brand, following its £172 million acquisition of the meat-substitute range from Marlow Foods in June.

Premier is hoping to exploit growing consumer interest in healthier foods and promote Quorn to a wider audience.

It is understood that marketing activity for the brand will target not only vegetarians but also individuals who are seeking to reduce their meat intake.

Quorn has more than a 60 per cent share of the £155 million meat-alternative category in the UK. The UK market accounts for 75 per cent of the brand's global sales.

Quorn is Premier's biggest branded product, with sales of £79 million in 2004. The brand experienced a setback last year when it was axed from McDonald's menu to make way for roasted vegetable toasted sandwiches.

Earlier this year, Premier Foods moved its Branston product range out of Delaney Lund Knox Warren & Partners into another of its roster shops, Clemmow Hornby Inge, without a pitch.

The £6 million business, which includes the Branston Pickle and Branston Beans brands, is expected to include further product launches later in the year.