Hovis is introducing a Soft White Farmhouse loaf version of its Soft White variant. 

Its packaging will feature the Soft White logo and a new flash for shelf standout. 

The farmhouse sector accounts for 9% of the white bread category and is growing at 28% (IRI week ending July 11, 2009). A £4.5m marketing campaign will support the Soft White range.

rrp: £1.24

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