Premier Foods to take ‘big step in different direction’ as it turns attention to cutting calories and sugar
The maker of Mr Kipling and Cadbury Mini Rolls is set to launch a flurry of healthier cakes in the final quarter of the year driven by consumer health concerns as it reveals its turnaround strategy of increased marketing spend on core brands has delivered sweet returns.
Premier Foods will begin to roll out a new range of ‘Wholesome’ cakes under its most profitable Sweet Treats category as it embarks on a calorie and sugar cutting drive, similar to its five-year long salt cull, which has seen the company remove over 1000 tonnes of salt from its savoury brands including Oxo Read full story ›
Source: The Drum
