UK: Premier Foods continues to expand product range
Premier Foods has announced its intention to move into the table sauce sector through the launch of brown sauce and tomato sauce that will be marketed under the Branston brand.
The company said in a statement that it intends to "revitalise and add value to the stagnation being seen last year in the table sauces sector," which declined by 1.3% in value and 3.3% in volume in 2005.
Helena Jevons, Branston brand controller at Premier Foods, commented: "We believe the table sauces category is starved of innovation and, in order to enjoy growth, now needs a second, great tasting alternative to the brand leader."
Premier Foods hopes to drive growth of 8% in the GBP130m (US$226.84) sector. It is expected that the new table sauces will deliver GBP20m in two years, making a significant contribution towards Premier Foods' goal to make Branston a GBP70m brand by 2008. The company has forecast that it will control 20% of the brown sauce market and 10% of the ketchup market by 2008.
Branston Brown Sauce is the first top-down brown sauce to be brought onto the market while Branston Tomato Sauce uses 20% more tomatoes than the market leader.
The launch follows in the footsteps of the brand's successful introduction of Branston Baked Beans, which achieved a 6.2% market share within 12 weeks of the product's release.
Sales of the table sauces will be promoted by a massive TV advertising campaign as part of a GBP5m advertising campaign, in-store sampling & trial price activity, promotional merchandise to encourage consumers to 'get saucy with Branston'.
Companies: Premier Foods plc
Since coming to the stock market in 2004 Premier Foods has built a solid reputation for revitalising underperforming brands. If its track record with Bird’s, Branston and Quorn is anything to go by, P...
Australia is in the midst of its worst drought for 100 years. Grain crops are significantly reduced and cattle farmers are having to downsize or give up altogether. The drought is estimated to be cost...
Premier Foods said today (7 March) that it has increased its 2005 full year operating profit by 18.2% on sales that were up 6%, boosted by the acquisition of Bird's Quorn and Cauldron brands. Like-for...
Premier Foods is understood to have entered negotiations with the administrator of the beleagured UK snack food company Golden Wonder about the possible acquisition of the company's remaining assets, ...
Premier Foods said in a statement released ahead of the 2005 financial results, due in March, that thanks to a strong Christmas performance it expects to deliver annual profit in line with expectation...
Grocery product supplier Premier Foods has announced that it has completed the sale of Jonker Fris BV and Premier Foods BV to NPM Capital BV as announced on 17 October 2005....
UK food manufacturer Premier Foods has announced that it has completed the acquisition of Cauldron Foods, a manufacturer of branded, chilled meat free products, from Rayner & Co (Investments) Limited ...
The UK's Premier Foods has announced that it has reached an agreement in principal to sell Dutch fruit and vegetable company Jonker Fris to NPM Capital BV, a Dutch private equity firm....
- Why personalisation will take-off in US food
- US food next wave on display at Winter Fancy Food
- Comment: Meal kits in US - don't believe the hype
- Column: Kraft Heinz, Unilever and sustainability
- General Mills sales woes continue - analysis
- Unilever 'lining up spreads sale'
- UK own-label firm Park Cakes sold in MBO
- Immigration crackdown "risk" for US dairy industry
- BRF plant suspended amid bribery allegations
- Brazil giants JBS, BRF probed over alleged bribery