UK baker Hovis is looking to convince shoppers turning away from bread with a range baked in wheatgerm and containing omega 3.
Hovis Good Inside is a product "that helps to make bread a positive health choice, rather than something to be avoided", Hovis marketing manager Sophie Lyons said.
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"We know that consumers are gradually reducing their consumption of bread; they love bread but are feeling guilty about eating it due to perceived health concerns," she added.
Hovis said the launch of the range was "the first big launch for the brand" since the company was set up last year. Premier Foods plc sold a majority stake in the business to US private-equity firm Gores Group. Premier retains a 49% stake in the business.
The bread comes in three varieties – white, wholemeal and a Best of Both line. The white and wholemeal breads are sold in 800g packs. The Best of Both product is available in a 750g pack. Each of the breads have an MRSP of up to GBP1.45, Hovis said.
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