Premier Foods is giving its Crosse & Blackwell portfolio its biggest overhaul yet, backed by a £10m marketing budget.
The move aims to promote the brand’s “quality and heritage” across its range and forms part of Premier’s strategy to increase focus on its branded products.
The Crosse & Blackwell banner, which Premier acquired from Nestlé last year, already includes the Branston, Waistline and Sarsons brands and is set to extend to new branded baked beans, pasta sauces, table sauces and soups.