Premier Foods marketing investment fails to pay off as sales continue to slide
Mr Kipling maker Premier Foods has reported a 4.6 per cent fall in sales despite bumping up marketing spend in the fourth quarter of last year by 80 per cent.
The FMCG manufacturer said sales amongst its power brands, including Mr Kipling and Bisto, dropped 3.5 per cent to £158m, while non-branded sales dropped by 11.5 per cent.
Despite the slide in sales, Premier Foods chief executive Gavin Darby said that performance of its power brands in the fourth quarter showed an “improving trend”, and said Premier Foods is “encouraged” by the positive results of the marketing investment to date.
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Source: The Drum
