Hovis has launched a Farmhouse Batch white loaf it says is designed to meet the growing shopper demand for tastier, more premium alternatives to standard white sliced bread.
Following months of research and development, the new offering is designed to add value to the white bread category. With white bread still by far and away the most popular choice for consumers, many shoppers are prepared to pay a little more for great tasting alternatives to their standard white sliced loaves.
Research conducted with over 2,000 current bread buyers revealed that shoppers are looking for inspiration and a premium alternative from standard, everyday white loaves - but with an accessible price point. The inclusion of a starter dough, which is allowed at least 24 hours to fully develop, helps to create the deliciously creamy taste and soft texture when the loaves are batch-baked. Loaves will be available in 400g and 800g sizes, at an rrp of £1.25 and £1.65 respectively.
Alistair Gaunt, commercial director at Hovis, said: “Our new Farmhouse Batch is the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams. We’ve worked diligently to ensure we’re offering shoppers a more premium yet accessible, everyday alternative when they may be looking for something different to the standard soft white loaves they know.”
The launch will be supported by a PR launch, retail media and shopper activation supported by a digital campaign which includes engaging content and recipe inspiration from key influencers to drive awareness and trial.
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