e a textured blend of nine seeds and multi grains to its Seed Sensations range with the launch of Soft Granary Batch.The new variant will combine Hovis’ leading seeded products – Seed Sensations and Hovis Granary – as part of the wider business plans to bring a more premium bread range into the category.
The new variant will feature:
No artificial preservatives, nine varieties of seeds and grains, brown linseed, roasted sunflower seeds, millet seeds, pumpkin seeds, golden linseed, poppy seeds, granary malted wheat flakes, toasted wheat and toasted rye.
Richard McQuillan, marketing manager, Hovis Ltd, said:
“At Hovis we have identified an opportunity for Soft Granary Batch to deliver 60% incremental sales to the growing ‘Bread with Bits’ category which is currently worth £69m.
“Shoppers are constantly looking for new ways to eat healthier and increasingly want to see interesting new bakery variants on shelf, particularly if they are backed by reliable quality from trusted brands.
“It is essential that we continue to innovate to drive interest back into the bakery category.”
Seed Sensations Soft Granary Batch will be supported with a £1.5m campaign including outdoor, digital, print and in-store and will have an MSRP of £1.60.
Hovis is currently worth £369m and offers a wide range of bread products including; White (£161m), Wholemeal (£75m), Half & Half (£82m) and Bread with Bits (£69m).
Earlier this year the brand also announced that it would be using 100% British wheat (where possible) in all of its recipes.
Packaging across the entire range has been updated to further communicate it’s no artificial preservative positioning, capitalising on its heritage as the most natural and healthy baker.
