Hovis reintroduces “Little Brown Loaf”

The launch is part of a wider activity plan that also includes new packaging and a significant advertising campaign which will rejuvenate the Hovis brand and spearhead sales growth in the £1.6 billion bread category.

The Hovis Little Brown Loaf, first introduced back in 1886, is a 400g traditional unsliced loaf. The Hovis brand name is baked via embossing into the loaf along both sides and is packed in a traditional-style paper wrap.

Jon Goldstone, Marketing Director at Hovis says: “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 launch also taps into the consumer retro trend with the impactful paper packaging giving it distinctive on shelf appeal, making the loaf a very attractive proposition to the consumer.”

The Little Brown Loaf will be in store from September. The launch will be supported by a heavyweight advertising and promotional campaign to be announced a little later this year, along with more detailed plans for the Hovis brand as a whole.

Hovis Soft White set for hard sales

Replacing Hovis Square White, new Hovis Soft White will be on shelves from May 18 and will propel the brand’s growth within the sector.

And it not just the Hovis Soft White recipes that will appeal to shoppers. Packaging takes the form of a healthy sandwich to further convey freshness.

Packs will feature one of three ‘fillings’ – a different one for each slice thickness. They will also carry a confident launch promotion – Irresistibly Soft or your Dough Back!

Hovis is now the most preferred product in the £788m white bread market. It rates better on squeeze, texture, taste and aroma than leading competitors and to further underpin this, Hovis is putting a further £6.5m behind the brand to improve quality consistency and consumer appeal.

The Hovis Soft White launch will be supported by an outdoor advertising campaign to raise consumer awareness. Running over six weeks, it will include 2,000 roadside poster sites and 2,300 supermarket sites, with an expected viewing total of 60 million. In addition, top national paper, The Sun, is running a money-off coupon, complete with front page mention, which is expected to attract 250,000 consumers.

Supporting this campaign is a massive 300,000 loaf giveaway in towns and city centres – all of which will be stickered with a 35p off next purchase coupon – extensive sandwich sampling in supermarket car parks with the money off vouchers to use in store, along with a raft of in store activities, including staff incentives and in store promotion.

Hovis Soft White has an rrp of £1.16.