Hovis is aiming to create excitement in the other bakery category with a range of sandwich alternatives: Hovis Good Inside Sandwich Thins and Hovis Good Inside Flatbreads.

The range will join the recently launched Hovis Good Inside Bread Loaves, completing Hovis’ new portfolio for 2015.

The new sandwich alternative products will have baked in omega 3 from flaxseed oil, fibre and wheatgerm - containing 14 essential vitamins & minerals - and no artificial preservatives, to provide a healthier choice for consumers to enjoy.

The range will be available in Soft White, Best of Both and Wholemeal.

Sophie Lyons, marketing manager at Hovis, says: “Sandwich alternatives are seeing huge levels of growth within the other bakery category and we would like to drive this even further with our unique Hovis Good Inside proposition.

“Sandwich thins have become a key alternative for bread occasions and now the fastest growing sandwich segment with impressive growth of 54%. Flatbreads are also bucking the trend within supermarket ready-meal sandwiches and, we are confident that we can offer consumers a healthier alternative without comprising on taste, texture or fulfilment. Hovis is renowned for goodness and innovation and with the introduction of both products we aim to not just add value to shoppers’ lifestyles, but also for retailer’s sales.”

The Hovis Good Inside portfolio will benefit from a £5m integrated campaign from October, which will span across TV, video-on-demand, radio, digital, PR and in-store media.

Lyons continues: “The new flatbreads and thins will feature key design elements from the Hovis Good Inside bread loaves, including the logo and image signposts, creating instant brand recognition for consumers. We recommend that Hovis Good Inside Sandwich Thins and Flatbreads are merchandised alongside similar branded sandwich alternative products. Retailers are also encouraged to use Hovis’s bespoke POS to create additional excitement in-store.”

Hovis Good Inside Sandwich Thins (Soft White, Best of Both & Wholemeal) will carry an MRSP of £1.29 and Hovis Good Inside Flatbreads (Soft White, Best of Both & Wholemeal) will carry an MRSP of £1.59.

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