The quality-improved loaves are rolling out now and form part of Hovis’ strategy to give shoppers exactly what they want from their favourite loaves – softer bakes and improved tastes.
By listening to consumer feedback, Hovis says it has been able to develop a softer bake across its Hovis Granary loaves and improved taste across its Hovis Seed Sensations loaves.
Ed Milner, market strategy and planning director, commented: “Hovis has a long-standing heritage in baking great breads, this is our fundamental strength. With a substantial £6m investment to improve recipes throughout 2017, Hovis Granary and Hovis Seed Sensations loaves will target shoppers who are willing to pay more for products that provide good quality and great taste.
“Adding great tasting freshness from the first slice to the last, the recent re-formulation of Hovis Soft White is living proof of this. Following positive consumer reaction, Hovis Soft White 800g experienced a significant 29% uplift in sales and became the fastest selling range in the bread market.”