Premier Foods product extension plan

Premier Foods is set to launch a number of product extensions under its Hovis, Mr Kipling and Loyd Grossman brands in a bid, it says, to accelerate growth.
The manufacturer is relaunching its Hovis toasting range – which includes crumpets, white muffins, scotch pancakes and fruit teacakes – with new packaging and recipes to improve consumer awareness of the range. It hopes the move will help double the size of the market – currently worth £67 million (€75m).
Premier Foods is also extending its Loyd Grossman For One range, and launching individually packed slices for its angel and lemon slices products.