Williams and Goldstone are said to have been working closely developing Premier Food's Power Brands strategy, which involved the upping of its marketing spend to more than £50 million in 2012. It is reported that Williams will keep his managing director job title and will subsume Goldstone's marketing duties within his role. During his time at Premier Foods, Goldstone was responsible for marketing campaigns including the Hovis “go on lad” campaign.

The restructuring, that combines the group’s marketing and commercial teams, is the latest stage in the Premier’s cost-cutting drive to reduce its massive debts and improve performance.  It follows a senior management overhaul last October which saw the business split commercial leadership responsibilities for its portfolio of brands between its grocery and bakery divisions. Williams joined Premier Foods to lead its £1.1 billion bakery business in November.

 From the February 6, 2012, Prepared Foods' Daily News.