Premier Foods plc has poached executives from UK snack manufacturer United Biscuits and retail giant Sainsbury‘s to bolster the marketing team behind its “power brands”.

Claire Harrison-Church has taken the newly-created role of director of strategic marketing at the Bisto gravy and Batchelors soup firm.

Harrison-Church, who was Sainsbury’s director of brand communications before leaving the retailer in February, will be responsible for “marketing investment, media awareness and consumer PR”, Premier said.

Meanwhile, Helen Warren-Piper will join Premier as business unit director for savoury brands in October. At United Biscuits, she is business transformation director and has been marketing director for its UK snacks business. Warren-Piper’s responsibility will include Premier power brands like Bisto, Batchelors and Loyd Grossman.

The appointments are the latest in a series of moves at Premier since chief executive Michael Clarke revamped the company’s management structure last autumn.

Iwan Williams, who joined Premier as MD of its grocery business in January, said: “I am delighted to welcome both Helen and Claire to the business. They have extensive and successful track records in leading FMCG organisations and bring with them a wealth of experience as we look to deliver our commercial objectives”.

Premier is looking to focus on eight so-called power brands, which also include Oxo gravy and Sharwood’s cooking sauces.