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Dunking, yes dipping, no. (activities of Northumbrian Fine Foods)(Company Profile)

Northumbrian Fine Foods hopes to achieve sales of nearly 30 million pounds sterling in 1995, with the group comprising three companies, each of which has approximately 9 million pounds sterling turnover. Fifty percent of Northumbrian's production is accounted for by own-label products and the remainder by the four brand names of Dunkers, Sunwheel, Country Fitness Foods and Prewitts. Northumbrian invested 300,000 pounds sterling to advertise its Dunkers biscuits on television, with the company never before having spent so much on one advertising campaign.

How one product has revitalized a troubled business. Mervyn Gilbert reports.

Three years ago, Richard Adams quit as chairman and ...

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