United Biscuits has finalised negotiations to sell off the Ross
Vegetable Products division to its management, freeing the group to
plough more resources into its core categories of biscuits, snacks and
The management buy-out, as exclusively revealed in Marketing (December
5), is likely to lead to increased investment in marketing for RVP’s
Oriental Express stir-fry brand. The company is planning a pounds 2m TV
campaign, the brand’s first in two years, through ad agency Leo Burnett.
Managing director Barry Hannington said he is recruiting to expand the
marketing department. He believes there is great potential in the frozen
mixed vegetables sector, also covered by the Oriental Express brand.
Some of the pounds 44m UB gets from the sale will cut the group’s
borrowing, with the rest likely to swell marketing budgets.