First step

Premier Foods says it pursuing a “game plan” of increasing marketing investment over the next year, as the business doubles down on its branded growth model.

The business saw “strong” growth in its core brands, such as Sharwood’s and Mr Kipling, over the last year, which it attributed partly to increased marketing spend.

CEO Alex Whitehouse expressed confidence the company’s branded growth model would allow its brands to increase market share in their categories, despite the impact of inflation and the cost of living crisis.