Hovis has revamped its everyday bread offering, with the introduction of a new softer recipe across its Hovis Soft White and Best of Both loaves.

The fresh new packaging design will highlight the improved softness and will be supported by a sampling, digital and shopper media campaign that takes inspiration from the iconic Union Jack packaging design.

Hovis Ltd marketing director Sharon Barraclough said: “White bread currently makes up 54% of the pre-packed bread category (ACN MAT Volume data) and shoppers are willing to pay more for quality white bread. It is important for Hovis to give shoppers exactly what they want from their white loaf – softness from the first slice to the last. Our expert bakers have been able to create a loaf that is significantly softer than our current loaf, with great tasting freshness from a brand consumers love and trust.”

The Hovis Best of Both loaf will also benefit from an improved recipe and a refreshed packaging design this June, delivering maximum appeal for kids’. The new Hovis Best of Both recipe has been developed to appeal to children’s taste buds, and with twice the wheatgerm of wholemeal bread, the appeal will extend to mums too. Similar to Hovis Soft White, the new Best of Both recipe is softer, from the first slice to the last, according to the firm.

Hovis has already kicked off its celebration of The Queen’s 90th birthday and formed part of the recent ITV Royal ad break, created as a festive tribute by great British brands. In June, the brand will help the nation celebrate by supporting a number of street parties across the country. Consumers have already had the chance to win everything they need to host a Hovis Street Party and the theme continues as Hovis goes on the road with its own street party sampling event, visiting 16 locations across Great Britain driving further awareness and trial for the product.