Belfast Telegraph

Mr Kipling brand to be given a relaunch

By Graeme Evans

Cake brand Mr Kipling is to be the subject of a major relaunch and marketing push as its owner plots its fightback following a slide in half-year profits.

Premier Foods, which also owns Ambrosia desserts, Bisto gravy and Loyd Grossman sauces, has been hit by the impact of weak supermarket trading and warmer weather over the first six months of 2014.

Profits fell 16% to £17.8m in the period, with sales 6.1% lower at £364.4m due to the challenging market conditions and the company's decision to eliminate "deep-cut, loss-making promotions".

St Albans-based Premier said it will double its marketing spend in the current half year as it gets behind the relaunch for Mr Kipling.

This will include a new packaging design, as well as a major television advertising campaign with prime-time slots alongside outdoor and social media.

The second half of the year will see a number of other product launches, including Bisto gravy and casserole pastes, Batchelors deli-box cous cous, Sharwood's mini poppadoms and Cadbury sponge pudding desserts.

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