Hovis is going down the limited-edition route with a small loaf that promises to be a ‘healthier’ choice and follows the brand’s ‘superfood’ chia offering from earlier this month.
Rolling out now across the mults, the protein-rich Sunflower & Pumpkin Seed loaf (rsp: 95p/400g) contains toasted sunflower and pumpkin seeds in the dough and on top to provide the “ultimate flavour and texture”, according to category controller Simon Hancock. He said the launch marked an “exciting new chapter” for Hovis.
“Small loaves are often bought incrementally, allowing consumers to easily experiment without having to compromise the larger loaf for the family’s wider needs,” he added.
The bread would tap growing demand for “bread with bits”, a sub-sector Hancock said was continuing to perform ahead of the struggling bread category.
The limited-edition push - which Hovis said could lead to other special variants this year - follows the brand’s team-up with Australia’s Chia Co to introduce Hovis Seed Sensations Chia Bread this month, as the brand predicted an “explosion in popularity” for the ‘superfood’ seed.
Hovis claimed to be the first “major bread brand” to launch chia bread in the UK and said it was currently exploring further opportunities to bring chia seeds to more of its bread and bakery products.
Sales of Hovis, the second-biggest bread brand behind Warburtons, declined 14.2% in a bread category down 8.7% [Nielsen 52 w/e 10 October 2015].
1 Readers' comment