Mr. Kipling Demand Pushes Premier Foods Sales In Key Christmas Period

By Steve Wynne-Jones
Share this article
Mr. Kipling Demand Pushes Premier Foods Sales In Key Christmas Period

Bisto gravy and Oxo cube maker Premier Foods has said that higher demand for its mini Mr. Kipling mince pies coupled with a TV advertising push, helped sales grow 2.6% during the key Christmas period.

Premier Foods, which will be launching a fresh range of mince pies, cherry bakewells and fruit pies packaged as Mr Kipling mini cakes, said it doubled its UK marketing investment with more to come in the fourth quarter.

"Mr. Kipling, has again been instrumental to this continuing momentum, with increased sales of 10% supported by TV advertising and new product ranges," said Chief Executive Alex Whitehouse, who has been credited with turning around Premier Food's UK business.

The UK-listed company also has operations in Ireland and Australia.

Sweet Sales

Sales of its sweet treats, which includes Mr. Kipling and Cadbury cake, increased 8%, while grocery sales were up merely 0.3% as good performance at home was offset by poor international sales.


Sales for the three months ended Dec. 28 came in at £262.2 million, compared with £255.6 million last year.

The UK-based food manufacturer, which said its non-branded sweet treats returned to growth in the quarter, maintained its full-year profit outlook.

International sales, which declined 17% in the third quarter, have prompted the company to revise its approach and focus on building bigger businesses in selected markets. The company did not specify which markets.

Premier Foods said it expects progress in its international business to be deferred to 2020-2021 financial year.


The company, which is nearing conclusion of its strategic review, said it would integrate its Knighton Foods unit, which makes powdered foods and ingredients, into its core UK business.

News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.