Hovis is adding a new Extra Thick variety to its Best of Both part-wholemeal white bread range and relaunching the brand with revamped packaging and a new television ad campaign.
Instore from the middle of this month, the new thicker cut offers a ‘doorstep’ option, while updated packaging aims to increase shelf stand-out.
The new look also plays up Hovis’s health message of being free from artificial preservatives and flavourings.
According to senior brand manager Clare Heywood, healthy white bread is worth £62m and is the fastest-growing sector in packaged bread.
“It is driving sales and adding profitability to the market, with Best of Both leading the sector,” she claimed.
A six month nationwide television campaign kicks off at the beginning of next month.
Instore from the middle of this month, the new thicker cut offers a ‘doorstep’ option, while updated packaging aims to increase shelf stand-out.
The new look also plays up Hovis’s health message of being free from artificial preservatives and flavourings.
According to senior brand manager Clare Heywood, healthy white bread is worth £62m and is the fastest-growing sector in packaged bread.
“It is driving sales and adding profitability to the market, with Best of Both leading the sector,” she claimed.
A six month nationwide television campaign kicks off at the beginning of next month.
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