Context
Only one in six FMCG brands in the UK achieves three years of consecutive growth, according to an analysis by Kantar. It’s not an easy task in a low or no-growth economy, but Premier Foods, the UK ambient food manufacturer, has joined that select group, thanks to a rethink in 2015 that has paid long-term dividends.
The business possesses a wealth of much-loved brands across five major categories (ambient cakes, desserts, cooking sauces, flavours and seasonings, and quick meals/snacks), boasting high household penetration rates with many also claiming the number one position in their category. But back...