Media

31 January 2012

‘Only Hovis’ advantage of 100% British wheat and no artificial preservatives

Hovis® are changing their bread packaging to leverage its distinct attributes - of the three major bread brands, only Hovis® has 100% British wheat and no artificial preservatives.*

Hovis® are changing their bread packaging to leverage its distinct attributes - of the three major bread brands, only Hovis® has 100% British wheat and no artificial preservatives.* The new packaging will include an eye catching, consistent blue band to flag their work with Britain's farmers to produce loaves with flour baked from 100% British Wheat and ‘no artificial preservatives’. In addition the pack will now also incorporate elements of a union jack behind the Hovis logo to reinforce its British credentials.

Supporting the ‘Only Hovis’ message will be a £1m TV campaign which will run from 10th Feb to 31st Mar. The TV adverts planned for the New Year will reprise the much-loved ‘Go on Lad’ ad featuring a young boy's journey through time, highlighting quintessential British scenes such as the Queen's Silver Jubilee, in a year which will be focused on British.

Sioned Winfield, Hovis Brand controller at Premier Foods, says: “Hovis is the only major national bread brand that uses 100% British wheat and no artificial preservatives. This is a key differentiator and will make Hovis more competitive vs the other bread brands. We are going back on air with our iconic ‘Go on Lad’ to drive consumer awareness and urge retailers to take advantage of the profit opportunity this offers.”

The new pack design will be in store from mid December and the TV kicks off in February.


Ends

Notes to Editors:

* versus the two other leading, national  bread brands (based on sales, excluding retailers' brands)

Flour made with 100% British Wheat, excludes product baked in Northern Ireland

Premier Foods is the UK’s largest food producer, which manufactures, sells and distributes a wide range of branded and retailer branded foods. Premier Foods supplies a broad range of customers including the major multiple retailers, wholesalers, foodservice providers and other food manufacturers. Premier Foods owns iconic British brands such as Hovis, Mr Kipling, Loyd Grossman, Batchelor’s, Bisto, Ambrosia, Sharwood’s, Branston, Oxo, Hartley’s and many more. The business employs around 14,000 people and operates from over 60 sites across the UK and Ireland.

 


30 January 2012

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