Premier Foods launches £50m ad push

Hovis and Mr Kipling owner Premier Foods will launch a major television advertising push this week after admitting its marketing efforts had failed to keep pace with competitors.

The debt-laden group has doubled its marketing spend to more than £50m for this year in a bid to build on the “strengths and heritage” of its eight “power” brands, which also include Bisto, Batchelors, Oxo and Ambrosia.