UK’s Premier Foods renews licence to produce and market Cadbury Cake
UK food manufacturer Premier Foods has renewed its licence to produce and market Cadbury branded cake and dessert products.
The renewal comes after Premier Foods signed a strategic global partnership with Mondelez International.
Premier Foods chief executive officer Gavin Darby said: “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 Mondelez International, and we look forward to working with them in years to come.
“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 Food’s international business.”
On 8 May, both companies signed a ‘Heads of Terms’ for the global partnership, which will be effective from 1 September and will run until 2022, with an option to extend to 2025.
Bringing the total number of licenced countries to 46, the new partnership is expected to open growth opportunities in new potential markets beyond the core licenced territories of the UK, Ireland, Australasia and the UAE.
The potential markets include South Africa, Canada, Japan, China, India, Asia Pacific, Caribbean and additional countries in the Middle East.
As part of the partnership, Premier Foods can use the full range of Cadbury brands such as Flake, Crunchie, Caramel and Marvellous Creations, in addition to the Oreo brand.