PREMIER Foods – home to leading brands including Hovis, Mr Kipling, Branston and Hartley’s jam – has raided Cadbury rival Kraft for its new boss.

Michael Clarke will be expected to revive Premier’s fortunes after the company issued a profits warning last month due to soaring commodity costs and the squeeze in consumer spending.

Mr Clarke, 47, manages Kraft’s European business, with responsibility for 58 factories and 25,000 staff. He joined Kraft in 2009 after previously held a similar role managing Coca-Cola’s North West Europe operations.