Premier Foods credits ‘sharper promotional pricing’ for volume growth gains
The parent company of Mr Kipling and Sharwood’s has increased market share by 200 basis points over the past three years, with its “strong brands” playing a key role.
Sharper promotional pricing combined with “strong brands” helped Premier Foods grow value and volume market share over the first quarter.
The company’s branded growth model continues to drive market share and sales, according to CEO Alex Whitehouse. Described as the core of everything the business does, the branded growth model is credited with delivering a 200 basis point market share increase over the past three years.
“It is the reason we have been able to deliver such consistent, strong performance over the past five years or so,” Whitehouse said in a call with investors this morning (18 July).
