Hovis is launching a range of bread packed with extra goodness this September.
Hovis Good Inside was developed using the input of 2,500 consumers who were asked what kinds of healthier ingredients were important to them in bread. It contains naturally sourced omega-3 from seeds; wheatgerm containing 14 essential vitamins & minerals; and fibre.
Two slices of Good Inside Soft White Medium Sliced bread contain 10% of the recommended daily fibre intake. Hovis hopes this will help to reinforce shopper perception that the bread brand is the healthiest in the market.
The range – which includes White, Best of Both and Wholemeal – also continues to deliver on Hovis’ promise to use no artificial preservatives in any of its products.
The launch will be supported with a £5m integrated campaign spanning TV, video-on-demand, radio, digital, PR and in-store media. Kicking off in September when the loaves hit stores, it will run for three months and will form part of a wider £10m brand investment package over the next year.
Sophie Lyons, Marketing Manager at Hovis says that, despite the public’s love of bread, consumption is falling because consumers feel guilty about eating it due to perceived health concerns. She added: “The new range is baked with ingredients that help to make bread a positive health choice, rather than something to be avoided.”
Hovis Good Inside will be available in a 750g pack (Best of Both) and 800g pack (White and Wholemeal) and will carry an rrp of up to £1.45.
