Hovis seeks to rejuvenate with new breads
New packaging and breads from Hovis are set to rejuvenate the brand, owner Premier Foods hopes.
According to Talking Retail, four new 400g loaves have been launched in response to market research showing smaller packs are becoming increasingly popular.
Data from IRI has shown that consumers are beginning to shun 800g loaves in favour of half-size varieties, which are predicted to account for 25 per cent of all bread sales within two years.
And Hovis marketing director Jon Gladstone explained that shoppers seeking to cut back on wastage are likely to choose a 400g loaf.
The brand also claimed to have improved recipes, while new packaging has been introduced to emphasise health benefits.
Mr Gladstone said: “We have put time and effort into impactful packaging giving it distinctive on-shelf appeal, making the range more attractive to the consumer.”
Last week Livwell announced the introduction of a range of gluten-free breads, which are available on prescription for those who are eligible.
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