The Enjoy Organic Company is ditching its grocery lines to concentrate on baked goods, in a move which will bring it under the control of RHM stablemate British Bakeries.
MD Harriet Rhys Williams will step down next month, handing responsibility to Paula Moss, British Bakeries' brands director.
The company ­ the UK's 10th largest organic food brand ­ plans to stop production of grocery items, including pasta, rice, sauces and cereals, over the next month or so.
Rhys Williams said the tough decision had been prompted by the level of investment in organics. "Rather than spread investment thinly over 30 products, it seemed better to concentrate on baked goods, which already forms more than 60% of the business," she said.
The company has fewer rivals in organic baked goods than in grocery, where brands such as Masterfoods' Seeds of Change offer stiff competition.
"We weren't doing badly in other categories ­ we have an 80% share of organic noodles for example," said Rhys Williams. "But this way we can make the most impact."

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