Hovis has continued its roll-out of premium products with the launch of a new white loaf.
Available from this week in Tesco stores ahead of wider distribution, the Farmhouse Batch loaf has been developed to add value to the white bread category, said Hovis.
It is available in 400g and 800g loaves with rsps of £1.25 and £1.65 respectively. Currently, standard Hovis-branded white loaves are selling for £1.39 at Tesco.
“We have worked diligently to ensure we’re offering shoppers a more premium yet accessible, everyday alternative when they may be looking for something different to the standard soft white loaves they know and love,” explained Hovis commercial director Alistair Gaunt.
Described as being ‘baked using a traditional starter dough’ that is allowed at least 24 hours to develop, the loaves have thick slices, a flour-dusted crust, and are free from artificial preservatives.
Hovis said research conducted with more than 2,000 current bread buyers revealed that shoppers are looking for inspiration and a premium alternative from standard, everyday white loaves – but with an accessible price point.
“Hovis Farmhouse Batch is the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams,” said Gaunt.
He added that the launch is aligned with the brand’s longer-term innovation ambition and builds on the success of its artisan-inspired Half Cobs and Rustic Bloomers.
Hovis Farmhouse Batch will be supported with a marketing campaign including retail media and shopper activation backed by a digital campaign that includes content and recipes from key influencers.
In March this year, Hovis reported an operating profit of £3.2m, up from the £24.5m loss recorded during the previous year, while gross profit nearly doubled from £52m to £102.6m.
In the same month, the company announced it had signed an exclusive three-year licensing agreement with Modern Baker, the Oxford-based start-up behind gut-healthy bread brand Superloaf, which is co-manufactured and co-packaged by Hovis and sold at M&S stores and via Ocado.
No comments yet