Hovis launches quadruple brand attack

Brand owner Premier Foods says the moves are part of a larger strategy to rejuvenate the Hovis brand, worth £380m, and drive category growth.

Hovis is extending and improving its range of 400g loaves. In addition to adding four new SKUs - Hovis Soft White Medium Slice, Hovis Soft White Thick Slice, Hovis Farmhouse Premium White and Hovis Little Brown Loaf, the range will benefit from improved recipes and a new longer loaf shape, featuring square tops on mainstream bread ranges and domed tops on premium lines.

With 122 years' experience in the bread market, Hovis has identified the 400g market as a key growth sector. The latest market data from IRI shows the 400g market is outperforming the 800g market and it is forecast to account for 25% of total bread sales by 2010.

The growth is being driven by three factors: an increase in smaller, one and two-person households, which account for 75% of 400g spend; an ageing population, and consumers' perception of the increased freshness of smaller loaves and their desire to cut food wastage.

Hovis marketing director, Jon Goldstone, said: “Our new 400g range offers a proposition within the bread marketplace that will appeal to both current 400g users and non buyers.

“In addition, the smaller loaf will also appeal to the consumer who is looking to reduce their food wastage.”

Hovis is also unveiling new-look packaging across its bread range. Developed by leading packaging design firm JKR, the design provides better visibility of the loaf and greater shelf standout.

The new packs introduce a Hovis 'boy with bike' emblem and promote the brand's heritage and healthy credentials.

“We have put time and effort into impactful packaging giving it distinctive on-shelf appeal, making the range more attractive to the consumer,” said Goldstone.

To coincide with the launch of new packaging and the improved 400g range, Hovis is relaunching its iconic Little Brown Loaf. First introduced in 1886, the Little Brown Loaf is a 400g traditional unsliced loaf. It is embossed with the Hovis brand name and premium packaging.

Goldstone added: “The Hovis Little Brown loaf will not only appeal to traditional consumers looking for an unsliced loaf from a bakery with the long-standing heritage of Hovis, but also younger consumers who want a naturally healthy, tasty bread.”

The new 400g range, including the Little Brown Loaf, will be available in store from September.

Hovis is supporting the brand activity with the launch of a new advertising campaign.
The epic advertisement showcases more than 100 years of the nation's history including the suffragette marches, the 1953 coronation and the 1970's miners' strike.

It will be aired in September during the commercial break of ITV soap, Coronation Street.

The advertisement was filmed in Liverpool and features a cast of more than 750 extras, many being ordinary Brits, cast from the streets.

The TV campaign will be supported with promotional activity including £300,000 worth of in-store sampling, direct mail and POS.