Hovis is launching a range containing extra goodness this September.

Hovis Good Inside is baked with naturally sourced omega 3 derived from seeds, and wheatgerm containing 14 essential vitamins and minerals and fibre. Two slices of Hovis Good Inside Soft White Medium bread contain 10% of the daily recommended fibre intake.

The range – which will include White, Best of Both and Wholemeal – also delivers on the Hovis promise to use no artificial preservatives in any of the products.

The launch will be supported with a £5m integrated campaign spanning TV, video-on-demand, radio, digital, PR and in-store media. Kicking off in September when the loaves hit stores, it will run for three months and will form part of a wider £10m brand investment package over the next year.

Sophie Lyons, marketing manager at Hovis, said: “We know that consumers are gradually reducing their consumption of bread. They love bread but are feeling guilty about eating it due to perceived health concerns. The new range is baked with ingredients that help to make bread a positive health choice, rather than something to be avoided.

“Our loaves are special as we use omega 3 derived from flax seeds rather than fish oil. Omega 3 is an essential ingredient in helping to maintain normal cholesterol levels. We also bake in wheatgerm, sourced from the heart of the wheat it is packed with 14 essential vitamins and minerals.

“Hovis has always been known for goodness. It’s in our brand DNA and we aim to continue to develop bread that meets consumers’ needs for healthy goodness. Hovis Good Inside was developed using the input of 2,500 consumers who told us what kinds of healthier ingredients were important to them in bread.”

Hovis Good Inside will be available in a 750g pack (Best of Both) and 800g pack (White and Wholemeal) and will carry an MRSP of up to £1.45.

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