Premier Foods has revealed an agreement with Mondelēz International to renew the company’s licence to produce and market Cadbury branded goods in new potential markets in the likes of China, India and Japan.
The partnership is said to expand growth opportunities into markets beyond the core licensed territories of the UK, Ireland, Australia and United Arab Emirates.
These potential markets include the likes of South Africa, Canada, Asia Pacific and additional countries in the Middle East.
The partnership will allow the use of the full range of Cadbury brands, including the likes of Flake, Crunchie, as well as the Oreo brand.
Premier Foods has already began developing plans to launch Cadbury cake in two new markets in 2017/18.
Deal Finalised
The deal between the two companies has yet to be finalised, but Premier Foods has said it expects to reach definitive agreements in the coming weeks. Once finalised, the new licence will run until 2022, with an option to extend to 2025, subject to performance.
Commenting on the partnership, Gavin Darby, Chief Executive Officer of Premier Foods said “I’m delighted we’re entering into a new long-term global partnership with Mondelēz International which will unlock exciting new growth opportunities for both partners."
"This will give us a great platform to invest in developing the Cadbury cake brand in the UK and around the world and represents a major boost to our fast growing International business."
Glenn Caton, President of Northern Europe, Mondelēz International shares the excitement for the deal.
He said, “We are very proud of our long term partnership with Premier Foods and look forward to continuing to work together to nurture and develop our well-loved portfolio of brands and products.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
