The UK's largest food producer has created a role of chief operating officer in a bid to drive sales of branded products.

Premier Foods has appointed Tim Kelly, executive director and chief operating officer for its Hovis bread business and its chilled division, to the new role.

Kelly will oversee all of the brands and commercial operations within Premier's Hovis and grocery divisions.

The reformation means Will Carter, MD of Premier's ambient grocery business will leave the group. Carter joined Premier two years ago from fruits and nuts supplier Whitworths.

CEO Robert Schofield said: "I believe that this new structure is a natural next step for us to ensure that we deliver on our core strategy of reinvigorating our brands through accelerated innovation as well as increasing marketing investment."