Hovis Soft White 800g loaf is undergoing a packaging update from February to highlight the loaf’s 2017 Product of the Year win within the bakery category.

Based on a survey of more than 11,500 consumers, the UK’s largest consumer-voted accolade was awarded following recipe improvements across the Hovis Soft White 800g range.

Hannah Vose, senior brand manager at Hovis, commented: “We are delighted to have won the Product of the Year award and what’s even more exciting is that it was voted for by consumers. It was consumer feedback that drove the reformulation in the first instance – they told us what quality meant for them, so we responded with a £3.2m investment last year that focused on improving the great tasting freshness and softness.

“The results have been phenomenal, not only represented by winning this prestigious award but also with our Hovis Soft White 800g loaf experiencing a significant 29% uplift in sales and becoming the fastest selling range in the bread market. These results are testament to how important quality now is to our shoppers.”