Hovis has introduced a new softer recipe across its Soft White and Best of Both loaves.
A fresh new packaging design highlights the improved softness of the Soft White loaf, which will be supported by a sampling, digital and shopper media campaign that takes inspiration from the Union Jack packaging design.
Sharon Barraclough, Marketing Director at Hovis, commented: “It is important for Hovis to give shoppers exactly what they want from their white loaf – softness from the first slice to the last. Our expert bakers have been able to create a loaf that is significantly softer than our current loaf, with great tasting freshness from a brand consumers love and trust.”
The Best of Both loaf also benefits from an improved recipe and a refreshed packaging design. The new recipe has been developed to appeal to children’s taste buds, and has twice the wheatgerm of wholemeal bread.
Hovis has already kicked off its celebration of The Queen’s 90th birthday, forming part of the recent ITV Royal ad break. In June, the brand will support a number of street parties across the country. Consumers have already had the chance to win everything they need to host a Hovis Street Party and the theme continues with a street party sampling event, visiting 16 locations across Great Britain driving further awareness and trial for the product.
