Premier Foods’, bread brand Hovis is bringing together its baking specialists with its expert growers of quality British wheat to launch a unique product and proposition that delivers outstanding British quality. Launching this month, the British Farmers Loaf is set to be Hovis’ biggest launch this year.
The Hovis British Farmers Loaf has a traditional overhang shape, and brings a uniquely home-baked feel to the category. Baked in Hovis embossed tins and with a flour dusted crust to deliver more bite and flavour, the appearance alone taps into the consumer trends of nostalgia and tradition during a time of economic pressure.
“Hovis has the potential to be a much bigger player in the premium bread sector. The new Hovis British Farmers Loaf has all the right ingredients to deliver this – it not only heroes our farmers and British credentials but offers a unique, quality product with a home baked feel that is set to deliver strong sales for the category,” says Matthew Hunt, Brand Director of Hovis.
“Research shows that 91% of consumers would buy British if they could. These products hero the hard work and achievement that Hovis farmers put in over several years to exclusively make Hovis from 100% British Wheat. Loaves to make the farmers proud, with two of Hovis’ wheat farmers featuring on-pack and in the launch support. Presented in impactful packaging which celebrates ‘Britishness’ and British farmers, it is designed to have stand-out on shelf and highlight the premium quality and uniqueness of the product.”
The launch of the Hovis British Farmers Loaf will be supported with a £3.5m campaign. This heavy weight, integrated programme will run from May to September and will focus on maximising awareness and driving trial during a uniquely British Summer. The campaign will lead with TV and press and be supported by an engagement programme across radio, digital and PR. It is all underpinned by a substantial in-store launch campaign including promotions and sampling, designed to drive sales at the point of purchase.
The Hovis British Farmers Loaf range launches in April and will be available in two 800g loaves; White and Wholemeal, with a MRRP of £1.40.