Articles

August 2011

TOASTING RANGE FROM HOVIS SET TO HEAT UP BAKERY CATEGORY

Hovis is relaunching its toasting range with new packaging and recipes to improve consumer awareness of the range and increase its appeal amongst mums who are looking for a treat for their family. 

The Hovis toasting range comprises Thick Crumpets, Soft white Muffins, Scotch Pancakes and Fruity Teacakes which will all have new packaging from September. The vibrant and colourful designs will have product pictures on pack that communicate the quality of the product and tempt consumers to buy the treats on impulse. The packaging will also have new horizontal positioning on shelf that will improve fixture impact for consumers and make it easier for retailers to merchandise. 

Hovis Fruity Teacakes and Thick Crumpets will both benefit from a new recipe to improve softness and taste eating experience. The whole range is made from good quality ingredients and 100% British wheat.

“Hovis has the potential to be a much more dominant player in the buoyant toasting sector,” says Ian Harris, Hovis Category Manager. “It represents a massive opportunity and is currently second only to rolls in the Other Bakery, worth £167m with all products in growth YOY . Hovis now has the right ingredients and support in place to make consumers sit up and take notice.”

The relaunch will be supported through online engagement with the large Hovis Facebook community. 

Ends

For more information please contact Carrie Kingsman or Chloe Jones at Cirkle on 01494 680727 or at firstname.surname@cirkle.com