Hovis has revamped two of its core products, developing a softer bake across its Granary loaves and offering what it says is an improved taste for the Seed Sensations range.
This is a result of the brand’s 800g Soft White loaf winning Product of the Year for the bakery category. The award is based on a survey of more than 11,500 consumers and follows recipe improvements to the loaf, which receives a packaging update to reflect its new status.
“Following positive consumer reaction, Hovis Soft White 800g experienced a significant 29% uplift in sales and became the fastest selling range in the bread market,” explained Ed Milner, Market Strategy and Planning Director for the brand.
“With a substantial £6m investment to improve recipes throughout 2017, Hovis Granary and Hovis Seed Sensations loaves will target shoppers who are willing to pay more for products that provide good quality and great taste.”
The quality improvements will be supported by in-store activity, with the intention of driving additional awareness for the bread aisle.
The new loaves are available at now at an RSP of £1.35 for Granary 800g and £1.50 Seed Sensations 800g.
