Hovis is reinventing its brand with the launch of a range of new breads, new packaging, the re-introduction of the Little Brown loaf and a new advertising campaign.
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The four-pronged attack on the GBP1.6bn (US$3.12bn) bread category is part of a larger strategy to rejuvenate the Hovis brand worth GBP380m, and drive category growth, owner Premier Foods said today (5 August).
Hovis is extending and improving its range of 400g loaves with the addition of four new SKUs – Hovis Soft White Medium Slice, Hovis Soft White Thick Slice, Hovis Farmhouse Premium White and Hovis Little Brown Loaf.
The range will benefit from “improved” recipes and a longer loaf shape, featuring square tops on mainstream bread ranges and domed tops on premium lines.
Hovis marketing director Jon Goldstone said: “Our new 400g range offers a proposition within the bread marketplace that will appeal to both current 400g users and non-buyers.
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By GlobalData“In addition, the smaller loaf will also appeal to the consumer who is looking to reduce their food wastage.”
Hovis is also unveiling new-look packaging across its bread range with the introduction of a ‘boy with bike’ emblem to promote the brand’s “heritage and healthy credentials”.
To coincide with the launch of new packaging and 400g range, Hovis is relaunching its iconic Little Brown Loaf embossed with the brand name and new “premium” packaging.
Goldstone added: “The Hovis Little Brown loaf will not only appeal to traditional consumers looking for an unsliced loaf from a bakery with the long-standing heritage of Hovis, but also younger consumers who want a naturally healthy, tasty bread.”
The new 400g range and the Little Brown Loaf will be available in store from September.
Hovis is supporting the brand activity with the launch of an advertising campaign showcasing the brand’s history.
It will be aired in September during the commercial break of ITV soap, Coronation Street.
Wayne Rooney is to be the new face of Hovis, according to reports. The football star will reportedly appear in the bread’s TV ads from September for a fee of GBP150,000.
