Hovis Reintroduces “Little Brown Loaf”
The Hovis Little Brown Loaf, first introduced back in 1886, is a 400g traditional unsliced loaf. The Hovis brand name is baked via embossing into the loaf along both sides and is packed in a traditional-style paper wrap.
20/05/08 The launch is part of a wider activity plan that also includes new packaging and a significant advertising campaign which will rejuvenate the Hovis brand and spearhead sales growth in the £1.6 billion bread category.
The Hovis Little Brown Loaf, first introduced back in 1886, is a 400g traditional unsliced loaf. The Hovis brand name is baked via embossing into the loaf along both sides and is packed in a traditional-style paper wrap.
Jon Goldstone, Marketing Director at Hovis says: “The Hovis Little Brown loaf will not only appeal to traditional consumers looking for an unsliced loaf from a bakery with the long standing heritage of Hovis, but also younger consumers who want a naturally healthy, tasty bread.
“The launch also taps into the consumer retro trend with the impactful paper packaging giving it distinctive on shelf appeal, making the loaf a very attractive proposition to the consumer.”
The Little Brown Loaf will be in store from September. The launch will be supported by a heavyweight advertising and promotional campaign to be announced a little later this year, along with more detailed plans for the Hovis brand as a whole.
