Hovis targets healthy bread market with Heart UK-approved loaf

LONDON - Premier Foods has launched a new bread line, called Hovis Hearty Oats, aimed at maintaining cholesterol levels.

Hovis: set to expand bread range in stores
Hovis: set to expand bread range in stores

Hovis Hearty Oats, which has gained a listing at Asda, contains beta-glucan, an ingredient it claims can maintain cholesterol levels.

The bread is baked with 50% oats and 50% wheatflour, and has been approved by Heart UK, the cholesterol charity.

Premier Foods is targeting the breakfast market with the launch and claims that it is the first bread to be baked with 50% wheat flour and 50% oats.

The launch is supported by a £5m marketing campaign, starting in June, running across TV and other media channels.

A loaf of Hovis Hearty Oats is priced at £1.34, compared to £1.19 for a Hovis Wholemeal loaf.

Jon Goldstone, marketing director for Hovis, said: "We are committed to driving the breakfast occasion for bread, and retailers should capitalise on this by ensuring that they are stocked up on Hovis Hearty Oats."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published