Hovis targets healthy bread market with Heart UK-approved loaf
By John Reynolds, marketingmagazine.co.uk, Monday, 19 April 2010 11:57AM
LONDON - Premier Foods has launched a new bread line, called Hovis Hearty Oats, aimed at maintaining cholesterol levels.
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."
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Digital Account Manager Source £150 - £180 per day, London
- Digital Project Director Twist Recruitment £55000.00 - £650000.00 per annum, Berkshire
- Pimm's launches weather activated OOH campaign
- Managing director Paul Hayes to leave News UK after 15 years
- Tango returns to advertising after two years with off-brand TV ad
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Why D&AD's first Black Pencil for Radio in 32 years is significant
- Procter & Gamble YouTube video banned