Hovis will be rolling out a new renewable polyethylene (PE) bread bag across its Seed Sensation range as part of its commitment to create solutions that help reduce dependence on fossil fuels while also reducing greenhouse gas emissions. The new packs will be rolling out into UK stores from early this month.

Hovis marketing manager Richard McQuillan commented: “This is a breakthrough proposition for the Hovis brand, which will deliver tangible benefits throughout the business. It will represent a significant sustainability improvement for us, with the latest bags being made with renewable plastic and delivering a 75% lower product carbon footprint.”

The new renewable PE bags will be trialled on both Seed Sensations variants, which will carry a flash on-pack to communicate the move.

Earlier this year the brand announced that it would be using 100% British wheat in all of its recipes. Packaging across the entire range has also been updated to further communicate its natural positioning, capitalising on its heritage as the most natural and healthy baker.

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