British Sugar is reviewing its advertising account, now held by DMB&B, as it attempts to extend its brand into new foods.
British Sugar, which also includes the Silver Spoon refined sugar brand, began its search at the Advertising Agency Register. The company currently has a shortlist of three agencies.
The review is being conducted by new business development director Alistair Spink. He says: “We are working with DMB&B at the moment, but this will not be the case in the long term. We would hope to be working with a new agency by the end of the year.
“We are looking for an agency to work with us on a strategic level to help develop new products.”
During this year British Sugar launched a new icing sugar called Spreadable Icing and it is currently testing a chilled fruit compot called Fruit Spooners in branches of Tesco and Sainsbury’s.
Spink says he plans to launch more products taking the brand away from predominantly sugar-based lines next year.
Spink refuses to spell out why he will not continue his relationship with DMB&B but adds that “internal changes in the agency” have made the move necessary.