Hovis will introduce a new ‘softer’ recipe for its Best of Both and Soft White, supported by new packaging designs.
The new packaging designs for the Soft White and Best of Both loaves will feature prominent Union Jacks and highlight the improved softness of the recipes.
The company said “quality white bread” was still highly sought after – the new Soft White will launch this month, while the improved Best of Both will be on the shelves in June. They will be supported by a sampling, digital and shopper media campaign.
The new Best of Both recipe has been developed to appeal to children’s taste buds, but with twice the wheatgerm of wholemeal bread.
Sharon Barraclough, marketing director at Hovis, said: “It is important for Hovis to give shoppers exactly what they want from their white loaf – softness from the first slice to the last.
“Our expert bakers have been able to create a loaf that is significantly softer than our current loaf, with great-tasting freshness from a brand consumers love and trust.”
Next month Hovis will use public celebrations of the Queen’s 90th birthday to host a street party sampling event, visiting 16 locations across the UK to drive awareness of the revamped white loaf.
Barraclough said: “As part of a long tradition for royal and national events, celebratory street parties are becoming more popular with neighbourhoods across the UK, and we will be making Hovis Soft White unmissable in the lead-up to the nation’s upcoming celebrations.”
Last week a new Hovis Best of Both Mix from Premier Foods was launched for those “who enjoy the taste of white bread, but want the benefits of wholemeal bread”.