INCREASE YOUR SLICE OF BREAKFAST PROFITS WITH NEW HOVIS HEARTY OATS
Hovis, the UK’s fastest growing bread brand (+11.5% in value YOY ), is launching Hovis Hearty Oats, the first ever loaf baked with 50% wholegrain oats and 50% Wheatflour , to reinvigorate the breakfast occasion.
Hovis Hearty Oats is the first bread to be awarded official approval by HEART UK – The Cholesterol Charity. Offering the ideal solution to a healthy breakfast, the new oat loaf is low in saturated fat and a source of fibre, but most importantly helps maintain normal cholesterol. Just two slices contain 1.0g of beta-glucan – a third of your daily suggested intake – which if eaten regularly, as part of a healthy lifestyle and diet low in saturated fat, has been shown to help maintain normal cholesterol levels.
Breakfast accounts for 28% of all meal occasions and is in strong growth, with oat based products such as porridge driving the growth of the occasion (+13.5% ). New Hearty Oats offers retailers a profitable opportunity to tap into the consumer demand for healthy breakfast products and boost sales within the bread category.
Jon Goldstone, Marketing Director for Hovis, says, “Hovis has a long history of innovation and a commitment to baking a range of healthy breads. We are extremely proud of Hovis Hearty Oats. Not only is it the first bread to be baked with 50% oats and 50% wheatflour, helping maintain normal cholesterol, but it is also uniquely approved by HEART UK. We are also introducing a unique pack colour to the category with superb on-shelf standout. We are committed to driving the breakfast occasion for bread and retailers should capitalise on this by ensuring that they are stocked up on Hovis Hearty Oats.”
Hovis Hearty Oats scored exceptionally well in concept testing, with 94% of people agreeing that it was a great fit with the brand . Consumers considered Hearty Oats to be bringing something exciting to the bread category . Furthermore, a third of cereal customers enjoyed the loaf so much they would consider returning to bread at breakfast . Overall an impressive 49% of respondents intended to purchase the product post trial vs. an industry benchmark of 30% .
The Hovis brand has performed extraordinarily well since the brand relaunched with the epic “Go on Lad” advert in 2008. The fastest growing brand in UK, sales have increased +11.5% in value YOY to £474m .
The launch of Hovis Hearty Oats promises to follow this success and consolidate its market leading position. This new addition to the Hovis portfolio will be supported by a £5m marketing campaign from June, including TV advertising, PR, extensive instore and car park sampling to drive trial, and our biggest instore investment ever. To capitalise on this excitement, retailers are encouraged to stock up on the complete Hovis range, positioning the new oat offering within the Bread with Bits fixture in store. This recommendation is backed by consumer research, which shows that this is where shoppers expect to find healthy offerings.
Hovis Hearty Oats has an RSP of £1.34.
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