FDBusiness.com

Premier Foods has renewed its long-standing licence to produce Cadbury branded cake products until at least June 2017 as part of its plan to boost growth in the cake category. The new licensing deal negotiated with Cadbury owner, Mondelez International, provides a platform to drive growth of Cadbury branded cakes and ambient desserts including the iconic Cadbury Mini Roll. In addition, the contract provides for the possibility, subject to approval, to the use of the group’s other trademarks for cake and dessert products, opening the door to a range of additional growth opportunities.

Michael Clarke, chief executive of Premier Foods, comments: “Renewing the Cadbury cake licence through to at least 2017 is an important step as we seek to build on the momentum in our Grocery business. Cadbury is the fastest growing cake brand in the market and represents more than £60 million in annual sales.”

He adds: “We intend to collaborate closely with Cadbury to expand consumer favourites such as Cadbury Mini Roll as well as leverage other Cadbury trademarks over time where this makes sense. This new agreement unlocks exciting growth opportunities in one of our core Power Brand categories.”