Exclusive interview: IGD 2014 Convention

Brands must target occasions, consumption, says Premier Foods

By Rod Addy

- Last updated on GMT

Related tags Premier foods Change

Premier Foods is targeting eating occasions and changing shopper habits in order to boost sales of brands such as Mr Kipling cakes and Ambrosia desserts, according to its boss Gavin Darby.

In this exclusive video, filmed at the IGD 2014 Convention in London, Darby told FoodManufacture.co.uk: “The radical seismic change in shopper behaviour is very much a structural one. We need to assume this is a trend which has just started and will continue.

“The next piece that comes with that is that we need to grow in a zero inflationary environment. We really need to focus on occasions and on consumption. It’s become very much a volume and consumption game and that is a completely different lens to look through the business than many of us have been used to for a long time.”

Multiple channels

Darby claimed the growing trend for shoppers to spread their purchasing over multiple retail channels, such as the internet and independent stores, would benefit branded food products.

“It’s no surprise to see that brands over-index in convenience stores, so the move to convenience stores is great for brands. They over-index online in the digital world, so those are two really good examples of how changes in shopper behaviour could be best taken advantage by companies who listen to their consumers.”

View this video to hear more from Darby on the importance of adapting product packaging to different retail environments, including Premier Foods’ £20M investment at its Mr Kipling Carlton bakery.

Related topics Ambient foods Bakery

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