News

Premier Foods' rejuvenation of the Hovis bread range, which was completed in August, has helped lift brand sales for the four months to 25 October by 11%.

The firm said the relaunch, which also included a new advertising campaign and quality and range improvements, boosted Hovis' market share and has been "positively received" by consumers.

London agency Jones Knowles Ritchie repackaged the Hovis bread range, including the Little Brown Loaf "hero" product.

In an interim management statement issued today (18 November), Premier Foods said it achieved sales growth of 9% during the period as a result of price increases and volume growth in the grocery division.

Trading profit has improved in line with expectations as the integration of RHM and Campbell's continues and costs are recovered.

Premier Foods chief executive Robert Schofield said this growth had continued into November.

"Our broad portfolio is demonstrating a natural resilience in the current economic conditions," he said.

The firm is reviewing its options for reducing its debt and has entered into discussions with its lending banks, which are expected to continue into the first quarter of 2009.