Premier Foods plc has relaunched its Hovis Best of Both bread line in the UK.

The company has added two SKUs to the portfolio and changed the brand’s packaging and recipe.

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Premier said the new Hovis Best of Both Seeds and Hovis Best of Both Little One breads would “add value” into the half-and-half category in the UK bread sector. The category accounts for 12% of UK bread sales but 7% of SKUs and is “crying out for new news”, Premier claimed.

Hovis marketing manager Sioned Winfield said: “We have developed consumer driven NPD in response to trends that we had identified to premiumise the category. We are thrilled to see that both loaves have really resonated with consumers during testing and we are confident that, along with the above-the-line activity, in-store and improvements to the core range, Hovis will reinvigorate the category.”

The Best of Both Seeds loaf (800g) is available with an RRSP of GBP1.35 (US$2.23). The Hovis Best of Both Little One (400g) will be in store from the end of the month at an RRSP of GBP0.69.

Premier, meanwhile, said the new-look packaging would be “brighter” and has “bolder branding which will significantly improve stand-out”.

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