The activity has focused on the company’s Christmas favourites, including Ambrosia, Bisto, Bird’s and Paxo – all available in price-marked packs, giving independent retailers a point of difference during the festive season from larger retailers.

Steve Kelly, channel director at Premier Foods commented: “46% of Paxo and 49% of Ambrosia is sold in the six weeks leading up to Christmas in Bestway Batleys depots (six weeks up to Christmas in 2014 and 2015 versus full year) so we are partnering with wholesalers to create Christmas bays to ensure there is high visibility of these and other brands that will drive sales and basket spend for retailers.”

Nick Hartwell, category manager – grocery at Bestway, where a large display was created, added: “We value the strong collaborative relationship we have with Premier Foods and we work together throughout the year on ways to maximise our businesses within the channel, including incentivising our depots to build best-in-class off-fixture displays, to ensure maximum impact. The festive PoS material provided to dress displays this year really helps to make an impact in depot to capture additional sales.”

Tel: Premier Foods (01727) 815850