Premier Foods has announced the restructure of its commercial sector, creating three new Strategic Business Units (SBU’s).

The units named ‘Grocery’, ‘Sweet Treats’ and ‘International’, have been set up to strengthen the company’s focus on specific growth opportunities in the UK, Premier Foods claimed.

The company said that the Sweet Treats unit will aim to capitalise on the opportunities available to the Company’s cake portfolio, which includes Mr. Kipling, Cadbury and Lyons. It claimed it would attempt to compete more effectively in the sweet treats category.

As part of the new structure, the grocery business has also made two new executive leadership appointments.  

Graham Hunter, who has experience in Fox’s Biscuits and Jacobs Bakery, has been made managing director of Sweet Treats, while Alex Whitehouse, after 18 years at Reckitt Benckiser plc, will be managing director of Grocery.

Gavin Darby, CEO of Premier Foods said: “Given the major structural changes taking place in the UK grocery market, it is important we stay ahead of the game and re-focus our organisation on the most promising growth opportunities and delivering what our customers and consumers want. By implementing a focussed and more accountable business unit structure, I believe we will improve our agility and rate of innovation.

“I’m delighted that we’ve been able to attract two outstanding individuals in Alex Whitehouse and Graham Hunter to Premier Foods. They are experienced leaders with clear ideas on how we can grow the business. Together with Peter Ellis, I believe we have the right structure, leadership, experience and energy to build a stronger, more agile and less complex business and deliver shareholder value for the future.

Due to the changes the position of commercial director, currently held by Ian Deste, no longer exists. In the transitional Period, Deste will support the new structure and focus on commercial plans for the future.

Darby commented: “I’ve worked closely with Ian Deste for some time and am very grateful to him for his important contribution in helping shape our category-focussed strategy and building stronger relationships with our retail customers. I’m pleased that he will be further supporting us in the transition to the new structure.”