Hovis, Britain’s healthiest bread brand, is investing £20m in new product, packaging and advertising to strengthen their position as the foundation of a healthy diet, and reinforce Hovis as a key source of goodness.
Since Hovis is committed to continually baking the tastiest bread of the highest quality, £7 million has been spent on recipe improvements across the range. Changes include improved texture, whiteness and slice appearance for ‘Hovis Square White’ and a maltier flavour and thicker, larger slices for ‘Hovis Wholemeal’.
The investment also brings new premium loaves, in response to increasing demand for healthy, premium breads. New products include ‘Hovis Supreme White’, ‘Hovis Farmhouse Best of Both’ and, following the success of the Hovis Granary relaunch in February this year, a new ‘Hovis Oatmeal Granary’. Full of the goodness of oats, it contains a unique blend of malted oats and Hovis Granary flake, to create a golden loaf, batch baked for softness.
To meet the needs of the increasing number of smaller households (56% of bread spend is now by one or two person households1), Hovis has also introduced two smaller 400g Granary loaves; ‘Hovis White Granary’ and ‘Hovis Country Granary’.
Brendan Rice, spokesperson for Hovis comments: “Hovis is putting significant investment into encouraging families to reappraise bread as the foundation of a healthy diet. The recipe improvements provide people of all generations with the highest quality bread, and can form a key part of a balanced diet”.
The packaging has been redesigned to better communicate the health benefits of Hovis, and includes a new logo incorporating the message ‘Something Good Inside’. The loaves also now come with an improved quality, thicker bread bag, bringing a more premium feel to the range to reflect the recipe improvements.
The changes will be supported by an £8m television advertising campaign, commencing on 21st July, with the strapline ’Hovis Is For Life’. 1TNS 52 we June 2006
