Blog: Dean BestHovis turns to flavour to lure UK consumers

Dean Best | 22 April 2014

UK bread maker Hovis is rolling out flavoured loaves to capture consumer attention in a fiercely competitive category.

The company has developed a three-strong Hovis Taste Sensations line and argues UK consumers are "on the lookout" for new products in one of the most heavily-shopped categories in the grocery store.

Hovis, set to be controlled by Gores Group after the US private-equity firm and former owner Premier Foods set up a venture earlier this year, said it had an eye on lunch.

"Lunchtime is a key opportunity for us, especially as sandwiches remain the number one favourite lunchtime option in the UK," Tim Dummer, head of customer marketing, said.

Dummer also admitted UK retailers wanted more NPD from suppliers." Innovation is rising in importance for retailers, with 45% identifying genuine NPD as a key focus, up from 24% in 2012, reflecting their desire to meet consumer demand for new products that will drive sales."

The launch of breads flavoured with sundried tomato, basil and pesto and sweet red pepper is likely to attract consumer interest and the non-white segments of the sector are in robust health.

Nonetheless, sliced white is still the most popular segment of packaged bread sales in the UK. And rival Associated British Foods has sought to grab consumer attention in that part of the fixture with its recent launch of Kingsmill Great White, which it says it is a healthier alternative to standard white bread.

Moreover, packaged sliced bread is under pressure in the UK - should bread makers like Hovis be instead putting more resource into products like pittas, wraps and bagels?

BLOG

Will Amazon Go be retail "game-changer"?

Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...

BLOG

UK food producers call for "best possible single market access" post-Brexit

Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...

BLOG

Greenpeace trains sights on Sainsbury's over John West tuna

Greenpeace's long-running campaign against UK tuna brand John West, owned by seafood giant Thai Union, is now directing its fire against Sainsbury's....

just-food homepage



Forgot your password?