Greencore has revealed it is planning to launch a range of Weight Watchers branded chilled desserts within the next two months. The products are currently undergoing development in the firm’s cakes and desserts facility in Hull.
The desserts will sit alongside Greencore’s Weight Watchers quiches, which have been outperforming sales targets since the licence was acquired in September 2007, chief operating officer Tony Hines told British Baker.
The Weight Watchers sandwich licence, also acquired in November last year, was similarly witnessing good fortunes, he said. "Already, we can see improvements with the packaging and the quality of the product," said Hines. "With an improved proposition to the consumer, we think there’s real credibility around the Weight Watchers brand and we see the opportunity to go on and make a success of this. We’re very excited about that."
Hines also dismissed recent reports of a possible takeover bid for Greencore from Icelandic investment firm Exista as "speculation". He said: "At the moment there is no evidence to show this is any more than speculation - and perhaps a few people are putting two and two together and coming up with a completely wrong answer.
He added: "We get on with our business, but whoever made a bid would have to pay a big, big price, because this is a cracking business."