In August 2005, RHM Bread Bakeries will launch a true world first innovation, the first ever bread to be baked without a crust: Hovis Invisible Crust.
This exciting development follows extensive research by RHM Bread Bakeries into the attitudes of UK consumers. The research has revealed that 35%* of mothers remove the crust from their children’s sandwiches, thereby wasting around 45% of the actual loaf.
Hovis Invisible Crust is a full-sized loaf that is soft right up to the edges so that those who don’t like crusts can eat all the bread: nothing is wasted and consumers benefit from more nutritional goodness by eating more of the bread.
Paul Molyneux, Technical Director of RHM Bread Bakeries, said:
“Hovis Invisible Crust is truly a unique feat for baking and the result of several years of research and technological innovation. By gently oven baking the bread in specially designed tins, we have been able to develop a loaf that contains all the goodness, flavour and nutrition found in Hovis loaves – but without the crust.”
Hovis Invisible Crust will be available in Hovis Invisible Crust White (800g) and Hovis Invisible Best of Both (800g). They contain all the same ingredients and nutritional goodness as standard Hovis White and Best of Both.
Kate Taylor, Hovis Marketing Director, said:
“As the brand leader in packaged bread we are constantly looking at ways in which we can develop products in line with customer demand. We have always been at the forefront of new product development. In 2001 we shook up the baking industry with the launch of Best of Both, a product which continues to grow in market share and we intend to replicate this success with our latest offering: Hovis Invisible Crust.”
*Independent research by TNS For information about Hovis Invisible Crust please contact: Debi Clay or Louisa Herbert on 020 7331 5300
