Australia has become a very happy hunting ground for Mr Kipling’s mass-market range of oh-so-British baked goods.
But to the disappointment of British expats Down Under, this will almost certainly not include any revival of the dulcet-toned gentleman reciting Mr Kipling’s catchphrase “exceedingly good”, which graced its ads for decades until 2014.David Wilson suggested in 2022 that UK companies should not over-egg the Britishness of their products.
He was so encouraged by Premier’s success in the $300 million Australian market that Mr Whitehouse was now feeling bullish about a planned foray into the $US5 billion US market. But making it big in America was a harder road, he said, because there were so many retailers - whereas in Australia, if you crack Coles and Woolworths you are most of the way there.
“In Australia, the majority of the market is by two customers. So actually getting distribution is two conversations. The US retail market is highly fragmented, so that same sort of level of distribution is hundreds and hundreds of conversations.” Mr Kipling is not Premier Foods’ only Australian success. Mr Whitehouse said his company was the market leader in Indian cooking sauces there, with the Sharwood’s and the recently acquired Spice Tailor.
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