Hovis to reinstate little loaf

08 August, 2008
Page 4 
Premier Foods is adding four loaves to Hovis' 400g range to tap into a "key growth sector".
The move will see the return of Hovis' Little Brown Loaf - a traditional unsliced loaf, embossed with the Hovis brand name and premium packaging.Hovis marketing director Jon Goldstone said: "The Hovis Little Brown Loaf will not only appeal to traditional consumers looking for an unsliced loaf from a bakery with the long-standing heritage of Hovis, but also younger consumers, who are looking for a naturally healthy, tasty bread."Three more 400g loaves will be launched - Soft White Medium Slice, Soft White Thick Slice and Farmhouse Premium White. The loaves will have a longer shape, with square tops on mainstream loaves and domed tops on premium lines.Goldstone added: "Our new 400g range offers a proposition within the bread marketplace that will appeal to both current 400g users and non-buyers."In addition, the smaller loaf will also appeal to consumers who are looking to reduce their food wastage." Hovis is also launching new-look packaging across its bread range, introducing a boy with bike emblem and promo-ting the brand's "heritage and healthy credentials".The 400g breads will be launched in September and will be supported with an adver- tising campaign.



Site Search

Webinars 

    Insights from the Bakery Market Report 2016

    You can now purchase the Bakery Market Report 2016, which offers insight into the retail bakery trade in the UK.