NEW packaging has been introduced to highlight the new recipes of Hovis Soft White and Best of Both loaves.
The revamp is also being supported by sampling and digital media.
Marketing director Sharon Barraclough said: “White bread currently makes up 54% of the pre-packed bread category and shoppers are willing to pay more for quality white bread.
“It is important for Hovis to give shoppers exactly what they want – softness from the first slice to the last.
”Our bakers have created a loaf that is significantly softer.”
Hovis has also teamed up with The Chia Co to introduce the Hovis Seed Sensations Chia Bread.
Director market, strategy and planning Chris Brough said: “One in five consumers have reported eating products like chai several times a week.”
