Hovis’ Farmers Loaf hits shelves

Premier Foods is launching a premium, British-inspired bread product under its Hovis brand this month.

The new British Farmers Loaf aims to offer a ‘home-baked’ style loaf featuring a traditional overhang shape, baked in Hovis-embossed tins with a flour-dusted crust. It will be available in 800g white and wholemeal versions from April at an MRRP of £1.40.

Matthew Hunt, brand director of Hovis, said: “Hovis has the potential to be a much bigger player in the premium bread sector. The new Hovis British Farmers Loaf has all the right ingredients to deliver this – it not only heroes our farmers and British credentials, but offers a unique, quality product with a home-baked feel that is set to deliver strong sales for the category.

“Presented in impactful packaging which celebrates ‘Britishness’ and British farmers, it is designed to have stand-out on shelf and highlight the premium quality and uniqueness of the product.”

The launch of the new Hovis product will be supported with a £3.5m TV and press promotional campaign running from May to September, in addition to in-store promotions and sampling to drive sales at point of purchase.

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