Premier Foods set for marketing blitz to boost sales

Premier Foods is ramping up investment in marketing and innovation after seeing efforts for brands such as Ambrosia and Oxo boost its share of some of its main categories in 2013.

Premier credited the return of its Ambrosia brand to TV screens for boosting its market share in 2013.

The food maker linked marketing and innovation initiatives for brands such as Mr Kipling and Sharwoods with growth of its share of ambient food – food stored at room temperature – up 2.3 per cent in the year to December compared to 1.7 per cent the previous year. Within the category its share of savoury and sweet foods jumped 4.4 per cent and 3.2 per cent respectively over the same period, it adds. 

The gains helped lift sales of its eight power brands by 2 per cent with Ambrosia’s return to TV after a decade singled out for its impact on customer demand.

Looking forward, Premier says it will increase marketing spend by double-digits over the medium term to offset what it predicts will be “slightly lower” sales in its first quarter. New products launches across it eight top brands are planned over the period with the business targeting growth across the range of 2 to 3 per cent in 2014. 

Gavin Darby, chief executive of Premier Foods, said the marketing drive would be supported by longer-term strategic partnerships with its suppliers and internal changes as a “way to step-change our thinking”. Premier appointed SABMiller marketer Pam Powell as a non-executive director last year to identify new growth opportunities.

Darby added: “Through our category-based strategy, we have delivered grocery power brands sales growth of 2 per cent, some good market share performances and progressively stronger customer partnerships.

“Over the medium term, the group is committed to increasing both the quantum and efficiency of its consumer marketing expenditure, to support growth of its branded portfolio,” he adds.

The announcement comes as continues with its financial restructure aimed at reducing debts of around £890m.  

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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