Premier Foods is to adopt low-fat bread Nimble into the Hovis family.

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Nimble will be rebranded Hovis Nimble in a move set to benefit both brands and drive growth in the health sector at a time when consumers are focused on health and wellbeing.


The range includes Hovis Nimble Wholemeal, Hovis Nimble White and Hovis Nimble Malted Wholegrain, all with an RSP of GBP0.75 (US$1.12).


Nimble will benefit from the “strength of Hovis’ heritage”, Premier said, and provides the credibility of a well-known brand to help Hovis Nimble expand market share in the dieting sector, which is experiencing 13% growth year-on-year.


In addition, Hovis will be investing GBP1m in a campaign focusing on healthy eating in January. 

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Jon Goldstone, marketing director at Hovis, said: “Nimble is a strong brand with loyal consumers and will positively impact Hovis’ market share by generating additional sales in a new sector.


“There is a natural synergy between Hovis and Nimble, with both brands already enjoying strong health perceptions among consumers, and Hovis Nimble provides significant benefits to both brands.”