Hovis has launched a premium Farmhouse range in an aim to drive growth back into the bread category.
Consisting of a white and wholemeal (rrp £1.40 per 800g), the range offers a quality, premium offering from a trusted brand.
Sharon Barraclough, marketing director at Hovis Limited, said: “There is a distinct group of loyal shoppers that will only buy Farmhouse loaves (Product Perceptions Soft White Optimisation Report). The research that we conducted gave us robust insight into ways that we could design the perfect Farmhouse range to deliver against shoppers’ desires for a fresh bread aroma and soft, springy texture.”
“At Hovis we are always looking to give shoppers exactly what they want. Already the number one choice in Wholemeal (AC Nielsen Total Coverage/GB MAT TY Units to w/e 18.06.16), it is important we are also catering for the latent love that is strong for white bread. Our expert bakers have been able to create their best ever white Farmhouse loaf, softer and bringing a real ‘fresh bread’ aroma and taste – exactly what shoppers want.”