Premier Foods plans to apply the same kind of innovation to acquisitions Birds Custard, Angel Delight and Dream Topping that it has brought to Ambrosia in recent months.
Details have not been released, but there were many possibilities in terms of product innovation and packaging, said a spokesman.
Premier acquired the brands from Kraft on Thursday in a £70m deal.
Production of the brands, which generated sales of £37m in 2003 and are highly profitable, will be transferred from Kraft’s coffee plant in Banbury to Premier Foods’ Knighton plant in Staffordshire.
Thibaud de Saint-Quentin, vice president and area director of Kraft UK & Ireland, said the move was part of a plan to focus on larger brands with potential in several markets.
He added:“The UK and Ireland desserts business is better aligned with a manufacturer such as Premier Foods that has a strategic focus on the desserts category.”
Details have not been released, but there were many possibilities in terms of product innovation and packaging, said a spokesman.
Premier acquired the brands from Kraft on Thursday in a £70m deal.
Production of the brands, which generated sales of £37m in 2003 and are highly profitable, will be transferred from Kraft’s coffee plant in Banbury to Premier Foods’ Knighton plant in Staffordshire.
Thibaud de Saint-Quentin, vice president and area director of Kraft UK & Ireland, said the move was part of a plan to focus on larger brands with potential in several markets.
He added:“The UK and Ireland desserts business is better aligned with a manufacturer such as Premier Foods that has a strategic focus on the desserts category.”
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