Hovis has relaunched its Best of Both brand in time for the new school term. With a focus on “putting goodness back into lunchboxes” the relaunch encompasses a new recipe, revamped packaging and two additional Best of Both lines.
Best of Both Seeds (800g) and Best of Both Little One (400g) have joined Hovis’ existing Best of Both range, with the launch to be supported by a TV sponsorship campaign.
Hovis is to sponsor a new prime-time Sunday night ITV quiz show, called ‘Holding out for a Hero’, where contestants play to win money for a deserving person with an amazing story.
The Best of Both brand will be positioned as ‘the family hero’ with the format of the show integrated into the theme of each ident, said the firm. It will air for seven weeks from 11 September.
According to Hovis, six million lunchboxes are taken to school everyday, creating a £1.23bn sales opportunity as the cost of school dinners rise.
“Best of Both bread is our biggest sub-brand after Soft White, and as such is perfectly positioned to reinvigorate the segment (lunchtime occasions) and drive sales at a time when mums are making decisions about what to give their kids for lunch,” said marketing manager Sioned Winfield.
Commenting on the new SKUs, she added: “We have developed consumer-driven NPD in response to trends that we had identified to premiumise the category.”