Primark owner sees sales rise 13% thanks to promotional activities

Associated British Foods, owners of clothing chain Primark and grocery brands including Twinings, Ryvita and Kingsmill, has reported a 13% increase in sales for the third quarter.

The company says its food brands in particular have been buoyed by promotional activities, helping them to outsell own-label brands.

This includes recent marketing campaigns for brands such as Twinings’s “Art of Tea” ads and Kingsmill’s partnership with reality show Britain’s Got Talent. Ryvita has also launched ads under the strapline “For Ladies that Crunch”.

Primark has also continued to see strong growth in sales. Total sales at the clothing chain rose 15% in the 16 weeks to 19 June compared with the same period a year ago.

The company’s sugar business also did well increasing 44% ahead of last year, and its agriculture division saw a 6% increase.

Brands are increasingly turning to marketing messages that promote their links to British farming as an extension of sustainability strategies, according to experts.

The positive result comes after the group expressed concern about the pace of recovery and the uncertain outlook for the UK consumer.

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