The move will be overseen by recently-appointed grocery and bakery md , Iwan Williams, who is stepping up the development of the Power Brand strategy following a troubled year for the firm.

The news follows the announcement earlier this week that Premier will also be launching the largest TV ad campaign in its history as the firm seeks to double its marketing spend to more than £50M for the year.

Integrated approach

Williams, together with group marketing director Jon Goldstone, has now further reviewed Premier’s marketing structure and concluded that it “made more sense” for the firm to follow an integrated approach.

As a result Goldstone will now leave the firm later this month to “explore other senior marketing opportunities outside of the business.”

Williams said: “Jon has made an outstanding contribution over the four years that he has been with the firm. He lead our marketing strategy for Hovis before taking on the role of group marketing director. During this time, he has been responsible for some excellent marketing campaigns including the award-winning ‘Go on Lad’ Hovis commercial. We wish him all the best for the future.”