Following extensive consumer research, Hovis has launched a premium Farmhouse range, consisting of Soft White Farmhouse and Wholemeal Farmhouse loaves.
The range aims to drive growth back into the bread category by “offering a quality, premium offering from a trusted and loved brand”.
Sharon Barraclough, Marketing Director at Hovis, commented: “There is a distinct group of loyal shoppers that will only buy Farmhouse loaves. The research that we conducted gave us robust insight into ways that we could design the perfect Farmhouse range to deliver against shoppers’ desires for a fresh bread aroma and soft, springy texture.
“We are always looking to give shoppers exactly what they want. Already the number one choice in Wholemeal, it is important we are also catering for the latent love that is strong for white bread. Our expert bakers have been able to create their best ever white Farmhouse loaf, softer and bringing a real ‘fresh bread’ aroma and taste – exactly what shoppers want.”
Hovis Soft White Farmhouse 800g and Hovis Wholemeal Farmhouse 800g are both available now with an rrp of £1.40.
