Premier Foods is giving its Homepride cooking sauce range a makeover as part of plans to strengthen the brand.

Brand icon Fred, who first appeared on Homepride flour in 1965, has been made more prominent on the jars of cooking and pasta bake sauces, and updated slightly. Premier said bold photography and colour segmentation would make the range stand out more. The new look, rolling out later this month, will be supported by online and PoS activity.

Volume sales of the brand have risen 2.4% year-on-year in the past quarter [SymphonyIRI 12 w/e 7 July 2012].

The Homepride flour range is owned by Kerry Foods.

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