Hovis has unveiled a raft of premium NPD including two types of sub rolls and three loaves, as well as a new advertising campaign.
The investment in marketing and NPD comes amid discussions between Hovis’ owner Endless and Allied Bakeries owner Associated British Foods for a potential merger between the brands.
Arriving on shelf from June, the brand said the new products are designed to add value to a range of bakery segments as they encourage consumers to trade up to more premium options.
The Hovis Sub Rolls will be available in four variants – Buttermilk, Cheese & Herb, Buttermilk Protein Sub Rolls, and Sunflower & Honey Protein Sub Rolls. The protein ones boast 12g of protein per roll.
The sub rolls will ramp up Hovis’ presence in the sandwich alternatives space. Influenced by the re-emergence of premium sandwiches in the out of home space, they’re designed to help consumers elevate their at-home lunch options with deli-style rolls. Hovis highlighted data that showed the alternative sandwich segment grew by 3.9% in value year on year driven by demand for more exciting and portable options. The launch will also be supported by a £1m shopper activation where consumers will be able to scan QR codes to provide instant recipe inspiration.
Hovis has also bolstered its loaf range as it looks to tap into demand for higher fibre products as well increased interest in sourdough. The trio of new products comprise:
- White n’ Fibre, 800g, rsp £1.65 – Hovis said white bread remains popular amongst consumers but with 23% stating that fibre is important to them when looking for healthy foods, the brand is rolling out a white loaf with 50% more fibre than other white loaves and is a source of Vitamin D. The new product helps people meet their daily fibre needs, offering 3.8g fibre per 100g compared to 2.5g seen in standard white breads.
- Farmhouse Batch Wholemeal with Oats, 800g, rsp £1.65 – following on from the successful launch of the Hovis Farmhouse Batch White in October 2024, Hovis has launched this loaf baked with a golden wholemeal starter dough. It is designed to add value to the wholemeal bread category, providing a ‘great tasting and premium wholemeal loaf option, at an accessible price point’.
- Signature White, 800g, rsp £1.65 – tapping into the rise in sourdough popularity, Hovis has introduced a premium white bread with added sourdough for a ‘richer taste experience’. Developed exclusively with Tesco, Hovis said Signature White elevates the white bread category with its light, airy texture, mellow flavour, and golden crust, created to appeal to the whole family.
“We’re excited to launch a series of new products to the category which are the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams,” said Mark Brown, chief marketing officer at Hovis.
“We have worked diligently to ensure we’re offering shoppers premium yet accessible, everyday options that will tap into different meal occasions and provide the consumer with something different from a brand they know and love.”
Strength baked in
Alongside the NPD, Hovis has launched a new brand campaign called ‘Strength Baked In’. Running across digital social, PR, retail and other channels, the campaign celebrates the ‘powerful role’ that Hovis has played for almost 140 years and its relevance for today’s consumers.
At the centre of the campaign is a 30 second ad, produced by VCCP which reinforces the campaign’s core message that Hovis has been providing strength to the nation since 1886. It traces a path through Hovis ‘ghost signs’ (vintage advertisements painted on buildings across the UK).
Mark Brown said the campaign launch is “an exciting moment” for Hovis as it celebrates its “heritage, our communities, and that internal enduring strength that’s in all of us”.
“The ghost signs that are used within the campaign have been part of people’s lives for centuries and if these walls could talk, they would be able to tell some great stories of what they have witnessed over the years, which has inspired this campaign. We believe that Hovis is more than just bread; it’s a symbol of resilience and a reminder of the values that bind us together,” Brown added.
Launching first on YouTube and rolling out across other channels, Hovis has also invested heavily in retail media across Morrisons, Tesco and Waitrose to support the launch. In addition, updated branding will feature across Hovis owned channels including on packaging, its fleet of vehicles and will be supported by social and influencer content and PR.
No comments yet