Hovis is launching a new loaf, which it says is the first to be baked with 50% wholegrain oats and 50% wheatflour.

Hovis is aiming Hovis Hearty Oats at the breakfast market and will be emphasising its health properties by being the first bread to be awarded official approval by Heart UK The Cholesterol Charity.

The new launch will be supported by a £5m marketing campaign from June including television advertising and PR activity.

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