British food manufacturer Premier Foods has announced that it signed a strategic partnership with Mondelēz International to renew the company's licence to produce and market Cadbury cakes and desserts.
The new partnership is effective from 1 September 2017 and will run until 2022, with an option for the company to extend to 2025.
The agreement gives Premier Foods the potential to use the full range of Cadbury brands in its ambient cake ranges, such as Flake, Crunchie, and Caramel, as well as Mondelēz's Oreo brand.
International Growth
Under the new contract, the total number of licensed countries has been expanded from 10 to 46, and now includes South Africa, Canada, Japan, China and India.
“Building on a relationship which now spans over 30 years, we are delighted to have completed the signing of this new strategic global partnership with Mondelēz International," said Gavin Darby, CEO of Premier Foods.
"We are particularly pleased about the expanded scope of geographies and brands, given the opportunity this provides us to further accelerate the growth of Premier Foods' international business.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
