The company has identified Mr Kipling as one of six brands that will drive growth at the company and has introduced a number of new products and packaging in recent months, which has achieved strong sales figures.
The push on Mr Kipling has however been at the expense of the Lyons cake brand, which has experienced a drop in sales.
Mr Kipling has seen a year on year sales increase of 4%, while Lyons sales have dropped 44.6%.
The company is planning to push its Mr Kipling brand in major multiples and supermarkets, but push the Lyons brand into independent retailers.
Dean Lavender, brand manager for seasonal cakes, says: “We’re looking to give Lyons a bit more focus and love next year that a brand with that kind of heritage deserves. Focus has been on driving Mr Kipling in recent years which has seen volume come away fom Lyons. We’re reviewing the range and every aspect of it next year. But we think there’s a place for it in independents.”
Premier Foods will focus on in-store marketing and new seasonal products in the run up the Christmas and is also planning a major above the line campaign for Mr Kipling in the new year.