Premier Foods group chief to join Cadbury Schweppes

Premier International Foods group marketing director Andrew Baker has quit the company to join Cadbury Schweppes as director of marketing and commercial strategies of developing markets.

Baker, who oversaw Typhoo Tea and Horizon Biscuits brands, including Cadbury’s Fingers, is understood to be leaving Premier this week.

His new role will involve developing Cadbury Schweppes’ business in South Asia, India, the Middle East and Africa. It is unclear who Baker will report to.

A Cadbury Schweppes spokeswoman says: “Baker will direct commercial strategy for our various businesses in this region.”

A spokesman for Premier International Foods says: “We can confirm that group marketing director Andrew Baker is leaving the company to take up a senior appointment at Cadbury Schweppes.”

Baker took up the position at Premier International Foods following the takeover of parent company Hillsdown Holdings last year by US venture capitalist firm Hicks, Muse, Tate & Furst.

He had previously worked as Premier’s overseas marketing manager before leaving to run his own company in Europe.

Baker appointed Mother to Typhoo’s &£8m above-the-line account at the start of this year. The business was previously held by Delaney Lund Knox Warren.

Mother created Indian plantation owner Tommy Singh as a new brand character for Typhoo.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here