Hovis Best of Both is beefing up its nutritional claims by telling shoppers that two slices contain as much calcium as a glass of milk.
On-pack flashes alert consumers to the newly substantiated claim, which will be supported by radio and print advertising. Hovis hopes that parents will be encouraged to buy the product as a way of ensuring children get their recommended daily amount of calcium.
Hovis marketing director Jon Goldstone said: “We’re really pleased to announce our new calcium claim and communicate this on pack. We know that Best of Both is already the parent’s secret weapon to smuggle goodness into kids, and now the calcium adds to the goodness they are getting.”
Best of Both is the leading half-and-half bread brand with a 64% market share (IRI grocery outlets TYD data to 24 January 2009), and Hovis hopes the latest claim will drive further market growth and incremental sales. No other Hovis products make this new claim.