Media

31 August 2012

Premier Foods enters the Breakfast Biscuit Market as it launches Hovis Breakfast Bakes

Premier Foods, home to some of Britain’s most loved food brands, is launching a new wholesome and convenient range of breakfast biscuits under the Hovis brand.

Premier Foods, home to some of Britain’s most loved food brands, is launching a new wholesome and convenient range of breakfast biscuits under the Hovis brand.  

Hovis Breakfast Bakes marks an important brand development for Premier Foods as it enters the £33 million¹ breakfast biscuits category targeting a genuine need among busy consumers, particularly women aged 25 to 45, many of whom skip breakfast regularly. 

Hovis Breakfast Bakes will be launched in three varieties: Oats & Honey, Malted Crunch, and Milk & Oats.  In common with all Hovis products, they will be made with flour milled from 100% British wheat, contain no artificial flavourings or preservatives.  Each Hovis Breakfast Bake will contain whole grains of wheat and oats and a minimum of 5% wheatgerm. 

Iwan Williams, Managing Director, comments: “Hovis is one of the country’s most recognised and loved brands and this launch helps us build on our strong health credentials.  With the consumption of breakfast biscuits increasing significantly in recent years, we aim to take advantage of this by providing busy consumers with a contemporary, flavoursome and convenient breakfast alternative.”

“We are working on a range of innovations across our portfolio of brands, aligning to consumer tastes as well as expanding into broader categories to drive growth.”

Hovis Breakfast Bakes will be supported by a strong marketing programme over the next 12 months.  


-ENDS-


For further information, please contact:

Lisa Attenborough, Director of Communications
Premier Foods        01727 805716

Grocery trade press:
Chloe Jones, Cirkle      01494 689797

Marketing trade press:
Kate Hopper, Ketchum Pleon     020 7611 3713 

Notes to editors:

1. SIG 52 w/e 17 March 2012

As Britain's largest food producer, Premier Foods is committed to being ‘The Best in British Food’ - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s . The company employs around 10,000 people operating from over 40 sites from Plymouth to Glasgow.


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