Premier Foods CEO Gavin Darby said he will stand down and revealed a plan to sell off the Ambrosia dessert business today. Will this be enough to give Premier a fresh lease of life?
Premier Foods has put £10m ($16m) behind a multi-media promotional Mr Kipling campaign, just months after committing £20m ($32m) for a snack pack production line.
Premier Foods CEO Michael Clarke says he is pursuing a strategy of 'category blur' to revive the company’s disappointing trading performance, as he announces new marketing ammunition for the bakery and snack ‘power brands’ central to the approach.