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
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Mid Weight Graphic Designer - Consumer agency JEFFERSON £28-35k plus benefits, SE Surrey
- Category Insight Manager - 12 mths contract Tarsh Lazare Marketing Recruitment c.£50K-£56K + Benefits + Generous Bonus, Herts/North of London
- Senior Digital Delivery Manager Harvey Nash £55000 per annum + package, Nottingham
- Assistant Buyer - Global Tech Brand Aquent Up to £49,000 Dependent on Skills and experience, London
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- Three's pony and cats with thumbs top the cute Easter ad chart
- McCann wins Qatar Financial Centre brief
- Metro launches content agency