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Premier Foods renews partnership with Mondelez until 2022

Staff Writer | May 8, 2017
Premier Foods said it has signed heads of terms for a strategic global partnership with snack company Mondelez International to renew Premier Foods' license to produce and market Cadbury-branded cake and other dessert products.
Premier Foods
Food industry   To unlock growth opportunities
The new license will run until 2022, with the option for Premier Foods to extend it to 2025, subject to meeting certain performance criteria.

The partnership is expected to unlock growth opportunities beyond the company's core territories of the UK, Ireland, Australasia and the United Arab Emirates, to bring the total of licensed countries to 46.

Regions marked for potential expansion includes South Africa, Canada, Japan, China, India, Asia Pacific, Caribbean and the Middle East.

"The company is already developing plans to launch Cadbury cake in two new significant markets in 2017/18," said Premier Foods.

The partnership will also allow the possibility to use the full range of Cadbury brands, including 'Flake', 'Crunchie', 'Caramel' and 'Marvellous Creations', as well as the 'Oreo' brand, "opening the door to further growth opportunities in cake in the UK and overseas."

Commercial terms of the deal were not disclosed.