A £15m relaunch of the Hovis brand - the largest in its history - gets under way this month, after its declining market share contributed to a 23.2% slump in half-year profits to £14.6m at Premier Foods’ bakery business.

Hovis marketing director Jon Goldstone said the record spend for a Hovis promotion would be complemented by "tens of millions of pounds" of additional investment in capital and recipe improvements. The principle of the campaign, he added, was "to put real pride back in the fantastic Hovis brand".

Goldstone said the logo "had been messed around with in the last few years", and added: "So we decided to go back to a classical logo, more associated with the brand 20 to 30 years ago." New packaging, which is already in stores, is designed "to let the bread be the hero".

A 122-second TV and cinema advert kicks off on 12 September. In mid-October, press and, for the first time, online advertising gets under way.

In its interim management statement for the six months to the end of June, Premier Foods revealed that sales in its Hovis division increased by 16.1% to £462.7m, which it said reflected higher prices, partly offset by lower bread volumes.

Chief executive Robert Scho-field said the Hovis revamp would see it return to growth. Meanwhile, the chilled and Ireland division, which includes Avana Bakeries from RHM’s cakes division and all Premier’s operations in the Irish Republic, saw turnover increase by 2.6% to £196.9m and profits up


=== In Short ===

== Warburtons campaign ==

Warburtons is kicking off a national promotion of its wholemeal range this September, designed to raise awareness of the importance of fibre in people’s diets. It is also launching a mini online drama called ’The Seeds of Love’ featuring its Seeded Batch Loaf. Warburtons’ Fibre Provider campaign will incorporate press ads, a sampling roadshow and the launch of websites [http://www.fibreprovider.co.uk] and [http://www.bitesizedpassion.co.uk].

== Barnett’s huge bill ==

Family-run pasty maker Barnett Fare, based in Cornwall, has been left shocked after receiving an enormous £40k energy bill from Eon. Owner Julia Barnett said: "Their meter readers have been misreading the meters for nearly eight years." The Forum of Private Businesses (FPB) is urging the pasty company to take the matter further.

== Beanscene nears sale ==

Administrator KPMG looks set to announce a preferred bidder for Scottish coffee chain Beanscene. Around 30 formal bids have been whittled down to six. The 14-strong chain went into administration on 24 July.

== Brace’s donations ==

Family baker Brace’s is offering charities, community groups and schools across the south of England donations to mark its 106th birthday. The Bread for the Community Birthday Fund is offering local organisations the chance to apply for a "dough-nation" of £106. Requests must meet a specific need or be used for a particular project. To apply visit [http://www.bracesbakery.co.uk].

== BB’s meal deal drive ==

BB’s Coffee & Muffins is offering its customers free ’2 for 1’ vouchers for use in the Dungeons, Sea Life Centres and Sea Life Sanctuaries across the UK. The promotion will support BB’s meal deal offers.