Commenting on the acquisition, Rollagranola founder and director Robin Longden said: “We bought Primrose’s Kitchen because we love its values and ethos. The product is distinct, healthy and tasty, with a focus on quality – chiming perfectly with our ability to get brilliant healthy food into the bowls of the British public.
“We are committed to using our broad breakfast cereal expertise to put the brand on shelf in all major outlets.”
Investment in NPD
Rollagranola planned to expand the Primrose’s Kitchen brand by investing in two new granola launches: Orange & Cashew; and Chocolate & CBD (Cannabidiol).
Longden said there were no plans to change the direction of the brand and instead the focus would be to enhance the existing product offering through value adds, such as increasing pack sizes and doubling the amount of vegetables in the products.
“The introduction of the two NPD’s will complement the existing range and bring in some exciting flavour combinations that tick the box for the contemporary consumer, bringing good value product back on the shelf and in baskets again,” he added.
Focus on fresh fruit
“The focus on fruit and veg (and the expertise this engenders) has added to our capability and understanding of potential ingredients, stimulating additional creativity in how these can be used and developed. We are excited, not just for what we can do for Primroses’ Kitchen, but the knock-on effect for Rollagranola too.”
Longer term, Rollagranola will work with fine food wholesale distributors Cotswold Fayre, Suma Wholefoods, The Health Food Store, Infinity and CLF to re-establish a presence for Primrose’s Kitchen on the shelves of independent health food stores, supermarkets and retailers across the UK.
“We believe good sales starts with good product and we are committed to manufacturing a great tasting and great value food with distinctive flavours and vibrant colours,” Longden continued.
“The origins of our brands are firmly aligned. Primrose started her business to make healthy food that she would eat herself, our motivation was the same and so we feel we have excellent credentials to really build the brand as a force for better, healthier food for all.”
