PREMIER Foods, the maker of famous brands including Mr Kipling, Ambrosia, Custard and Angel Delight, yesterday announced it had bought FUEL10K for an enterprise value of £34m. Alex Whitehouse, chief executive of Premier Foods, said FUEL10K was an "ideal platform" to build on its breakfast category expansion. The acquisition comes after Premier Foods delivered a favourable trading update over the summer, with group sales 21.1 per cent up from the previous year. Much of the growth was attributed to its grocery and sweet treats, demonstrating an "improving trend".

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