Hovis introduces flavoured loaves

22 April, 2014

Hovis is to introduce three flavoured sliced loaves to its range as consumers demand innovation.

Available from the end of this month, the new Taste Sensations (RSP £1.49) will be available in Basil Pesto, Fiery Sweet Red Pepper and Sundried Tomato.

The loaves have been developed in response to demand from consumers for more innovative products - 72% now want to see breakthrough products, up from 58% in 2010. According to Hovis, shoppers are after new flavours, aromas and recipes.

The loaves are the first new product development since splitting from parent company Premier Foods.

Demand for innovation

Tim Dummer, head of customer marketing, said: “Innovation is rising in importance for retailers, with 45% identifying genuine NPD as a key focus, up from 24% in 2012 reflecting their desire to meet consumer demand for new products that will drive sales.

“The range will inspire consumers and allow them to be more creative with their sandwiches, as the bread will add to the overall experience.”

Hovis Ltd was created this year as part of a joint venture between former owner Premier Foods and The Gores Group, a US private equity firm, which holds a 51% stake.

Last month, Hovis Ltd revealed it would return to using 100% British wheat in its bread. Hovis products were made using UK wheat until the poor 2012 harvest forced the brand to source wheat from Europe.





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