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
- Assistant Brand Manager Ball & Hoolahan £28,000 per annum, South East England
- Brand & Packaging Manager Ball & Hoolahan £36,000 + c/a, London (Central), London (Greater)
- Brand Manager Ball & Hoolahan £40,000 per annum, South West England
- Category Manager Ball & Hoolahan £50,000 per annum, South East England
- Digital Consultant Ball & Hoolahan £70,000 per annum, London (Central), London (Greater)
- Google's European leader says viewing habits are 'changing dramatically'
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne