The bread range, which is being launched and marketed by Rivermill Foods, will roll out at the end of the year. It will include a fresh Italian range of ciabatta, pane piatto and focaccia and a long-life Indian tandoor oven-baked naan.
Grossman said the new
breads reflected the credentials of his brand.
“It made absolute sense to extend the Loyd Grossman brand and bring these premium credentials to a sector which I believe is being increasingly poorly served,” he added.
Meanwhile, Premier Foods is investing £2m in a five-week national television advertising campaign for its Loyd Grossman cooking sauces, starting on September 15.
Two 30-second executions will promote Loyd Grossman Tomato and Chargrilled Vegetables pasta sauce and Jalfrezi Indian cooking sauce.