Hovis, the £380m bread brand from Premier Foods, is bringing back the iconic ’Little Brown Loaf’ as part of a major autumn initiative.

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.

Replacing Hovis Square White, new Hovis Soft White will also help propel the brand’s growth within the sector.

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!

Product giveaways and money-off coupons will support the launch.

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