Hovis has rolled out a national campaign to support its Seeded and Granary ranges, coinciding with new packaging designs.

The activity is set to reinforce the taste of the ranges through a widespread print advertising and shopper campaign.

As part of shopper activity, Hovis is running a coupon-on-pack across its Hovis Wholemeal loaves promoting 30p off Hovis’ Seeded and Granary loaves during August.

Jill McCall, marketing manager – premium, Hovis Ltd, said: “Research has found that consumers increasingly want foods that deliver health benefits for themselves and their family, and foods that are perceived as more natural and less processed are high on their list. The new look premium packaging will meet this need by highlighting recipe improvements and claims regarding ingredients on-pack and will create stand out on shelf, supported by a suite of POS for retailers.”