Hovis has unveiled a new Lower Carb range, in response to an increasing number of consumers seeking a healthier and more balanced lifestyle.
Launching on June 19, the range will be available across all channels and is set to sit alongside mainstream white, wholemeal and seeded loaves.
With 31% of consumers citing carbs as the main reason for eating less bread. Hovis Lower Carb looks to overcome this barrier and offer consumers the opportunity to reengage with the category.
Ed Milner, Market Strategy and Planning Director for Hovis, commented: “Using our quality flour, our expert bakers have removed 30% of the carbs normally found within an ordinary loaf of bread and added wheat protein and fibre to create a great tasting range of loaves. This means the new Hovis Lower Carb loaves are also high in fibre and protein, and because they’re still made with wheat, they can offer consumers deliciously lower carb alternatives to their favourite Hovis loaves.
“The new Lower Carb range aims to present a positive choice for consumers who are looking for an alternative to fulfil their balanced lifestyle.”
The launch will be supported with shopper, PR and social media marketing.
The Hovis Lower Carb range (400g, RSP £1) is available from 19 June in Soft & Tasty White, Tasty Wholemeal and Deliciously Seeded variants.
