Hovis has completed its new portfolio for 2015 with the launch of Hovis Good Inside Sandwich Thins and Hovis Good Inside Flatbreads into the Other Bakery category.
The new sandwich alternative products will be the only items of their kind to have baked-in omega 3 from flaxseed oil, fibre and wheatgerm – containing 14 essential vitamins & minerals – and no artificial preservatives.
Hovis says the range, which will be available in Soft White, Best of Both and Wholemeal, has been launched with the aim of unlocking category growth, by providing families products with all the great taste and the hidden goodness of omega 3, fibre and wheatgerm. They come at a time when consumers are increasingly focused on healthier eating.
Sophie Lyons, Marketing Manager at Hovis said: “Sandwich alternatives are seeing huge levels of growth (+30%) within the Other Bakery category and we would like to drive this even further with our unique Hovis Good Inside proposition. Sandwich thins have become a key alternative for bread occasions and now the fastest growing sandwich segment with impressive growth of +54%.”
The entire Hovis Good Inside portfolio will benefit from a £5m integrated campaign, which will span across TV, video-on-demand, radio, digital, PR and in-store media.
Lyons concluded: “We recommend that Hovis Good Inside Sandwich Thins and Flatbreads are merchandised alongside similar branded sandwich alternative products. Retailers are also encouraged to use Hovis’s bespoke POS to create additional excitement in-store.”
Good Inside Sandwich Thins have an rrp of £1.29, while Good Inside Flatbreads rrp at £1.59.