When premium breakfast cereal producer Primrose’s Kitchen was acquired by a team of British businessmen, MCG was asked to tell the trade and outline the Dorset-based brand’s plans for expansion.

When we discovered just who was behind the acquisition, we knew we had a much bigger story on our hands.

Three former Cadbury Schweppes executives: Matt Baker, Simon Baldry and Andrew Baker had created PK Ventures and secured backing from:

  • Ben Elliot, co-founder of luxury lifestyle and concierge service Quintessentially Group and the Government’s food waste champion
  • Andy Cosslett, Chairman of Kingfisher plc and the Rugby Football Union and a former senior board member at Cadbury Schweppes, and
  • Sir David Hempleman-Adams, well-known adventurer and environmental campaigner and the first person in history to reach the geographic and magnetic North and South Poles — Sir David was sponsored by Cadbury for a number of his expeditions

As well as an exclusive interview and articles in The Grocer online and in print, we achieved coverage across the food trade media and in the Sunday Times.

Primrose Matheson, who founded the business based on her passion for healthy eating and organic, vegan and gluten-free foods, retains a seat on the board and continues to champion the brand, particularly across social media channels where she has a devoted following for her naturopathic recipes and healthy lifestyle tips.

Primrose’s Kitchen Muesli, Granola and Porridge is currently stocked by Waitrose, Ocado, Whole Foods Market and independent retailers across the UK. PK Ventures aims to double sales to £1.75m by next year and take it to £5m turnover within five years, in supermarkets and premium retail, but also expanding into hospitality, hotels, garden centres, farm shops and food service.