Spreading a little more profit. (RHM Foods repositions Robertsons marmalades)

From: Grocer | Date: May 14, 1994 | Copyright information

RHM Foods is to develop a new strategy for its Robertsons marmalades to ward off competition from other spreads such as peanut butter and chocolate spread in the breakfast market. Company research found that marmalade represents 22% of children's sweet spread consumption, although penetration amongst children and young adults has fallen since 1991. The new strategy aims to make mothers see marmalade as a children's product.

RHM Foods is repositioning its Robertsons marmalades in an effort to stave off the attack of other spreads into the breakfast arena.

It is at this mealtime that ...

Read all of this article with a FREE trial to HighBeam Research

Related newspaper, magazine, and trade journal articles from HighBeam Research

(Including press releases, facts, information, and biographies)

ROBERTSON'S GOLDEN SHRED.
Magazine article from: Grocer ; Golden Shred is by far the most recognised marmalade brand in the UK, enabling...beautiful preserve, with thinly cut peel, which she called Golden Shred. The success of Golden Shred was such that the Robertsons devoted the remainder of their...
Robertson's earns its stripes.(Promotions--Products--Packs)(Brief Article)
Magazine article from: Grocer ; ...what they want, leading to a high level of lost and postponed purchases. Golden Shred has a duty to signpost the category. Newcomers are orange-flavoured Golden Shred 'Chunky' which has thick shreds and Citrus Zest--orange, lemon and lime...
Why marmalade needs a makeover
Newspaper article from: The Scotsman ; ...for many years. Robertson's marmalade - best known for the "Golden Shred" brand - was first made in the back of a shop in 1864 and...children don't like the taste. If you hark back to the old Golden Shred and its Golly character, it was mainly aimed at kids, but...
Premier takeover of RHM creates UK's top food maker ; BUSINESS
Newspaper article from: The Independent - London ; ...range of iconic brands from Bisto and Mr Kipling cakes to Golden Shred marmalade and Smash instant potato, is to be created through...Frank Cooper's together with Rose's, Gale's, Sun Pat and Golden Shred. None of the RHM board will remain with the enlarged company...
Good for Golly
Newspaper article from: The Scotsman ; ...latterly has been booted around like a political football. He was famously the mascot of James Robertson and Sons, creators of Golden Shred marmalade. But, come the 1970s, political correctness put the jam-makers in a pickle. It is fair to say the original "wog...
MARMALADE? NO ..IT'S ORANGE JAM.(News)
Newspaper article from: Sunday Mirror (London, England) ; ...52m. Jam is still riding high with sales of pounds 89m. David Atkinson of Premier Foods, who make Frank Cooper's, Roses and Golden Shred, said: The challenge is to entice a new generation. We are looking at ways of making marmalade more accessible. Marketing...
Mr Kipling expected to make an exceedingly good flotation.(Business)
Newspaper article from: Western Mail (Cardiff, Wales) ; ...30. Its brands include Mothers Pride, Hovis bread, Paxo stuffing, Sharwood's Asian sauces, Lyons cakes, Robertson's jam and Golden Shred marmalade. Yesterday price range, valued at 228p to 285p per share, excludes more than pounds 700m in debt.
Goodreasons to move fast at solid RHM.
Newspaper article from: The Mail on Sunday (London, England) ; ...including Hovis and Mother's Pride in bread, Mr Kipling and Lyons in cakes plus a host others such as Bisto, Sharwood's and Golden Shred. RHM has commanding positions in its main markets, producing about a third of all the packaged bread we eat and almost a...
After 91 years, Golly no longer has a place at our breakfast table
Newspaper article from: The Independent - London ; ...and preserves, the Robertson's Golly has been given his marching orders. Marketing executives at the firm, manufacturer of Golden Shred and other quintessentially British conserves, announced yesterday that the inch- high mascot based on a 19th-century slave...
Mrs Mop.(Features)
Newspaper article from: Sunday Mail (Glasgow, Scotland) ; We had some sticky moments testing the best marmalade on offer so your toast is topped with taste Robertson's Golden Shred A classic spread that's tangy, full of flavour and sweet. It's a staple of any cupboard that you can't go wrong with. The...

Find more facts and information related to the article "Spreading a little more profit. (RHM Foods ..."