Premier Foods joins with Bake Off's Paul Hollywood for new range

Discussion in 'Market News' started by Lily, Nov 11, 2015.

  1. Lily

    Lily Forum Member

    Aug 29, 2015
    Likes Received:
    Company and TV star to develop home-baking products, while Mr Kipling launches in US

    Premier Foods, the business behind Mr Kipling cakes, has teamed up with the Great British Bake Off’s Paul Hollywood to launch a new range of home-baking products.

    The company, whose other brands include McDougalls and Be-Ro as well as Bisto Oxo, and Sharwoods, also said it planned to take Mr. Kipling to America. It is planning a trial of Mr Kipling Apple, Fruit and Mississippi Mud Pies in 250 stores of a major US retailer during November.

    These exciting new products will be created in conjunction with Paul according to his exacting standards and recipes and reflecting his vision to make artisanal baking products more accessible to a wider audience.

    The products will be produced at the company’s existing facilities and Paul will be instrumental in the marketing of the new range. The initial range of products includes 12 different bread, savoury and sweet mixes which are expected to be available in-store early in 2016.

    The first half [result] reflects a return to growth and is ahead of our forecasts. Branded growth is in positive territory for the first time in two years. There is no change to full year profit guidance but a firmer commitment on marketing investment and on top-line in the third quarter and beyond.

    The launch of a new brand with baker Paul Hollywood adds some suitable glitz... The sales impact might ultimately be small, but the symbolism isn’t: Premier are demonstrating a growing ability to capitalise on consumer trends, while people with reputations to lose are showing confidence in the company.

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