Ambitious food group Hain Daniels has appointed London agency Karmarama to handle the Hartley’s and Sun-Pat brands it bought from Premier Foods last year. Premier has been unloading some of its many brands as it wrestles with the debt it incurred when it bought Hovis.
Hain Daniels is owned by the American Hain Celestial company which specialises in natural foods. Hain Daniels in the UK also owns Linda McCartney foods, Rose’s Lime Marmalade and New Covent Garden Soup.
Commercial and marketing director Nigel Parrott says: “Hain Daniels’ recent acquisition of the sweet spreads and jelly business has brought a wonderful set of brands that have been ignored for years. Karmarama were the ideal partner to help us deliver the creative solutions to our brands that will generate future growth through making the portfolio more relevant to today’s consumers. “ Karmarama’s first job is to relaunch Hartley’s jams and jellies.
Reviving ‘orphan’ brands can be a profitable exercise although Hain Daniels and its new agency will be aware that their fortunes depend to a large degree in keeping on-side with the big UK supermarkets, something much bigger rival Premier struggled with as it tried to push through price increases in its bread business.