Subscribe now to Forecourt Trader Magazine
  • Forecourt Trader

A slice of the action

02 June, 2008
Page 66 

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.

08707 288888