The Soft White Farmhouse loaf is a domed, more traditional version of the popular Hovis Soft White variant.
The packaging will feature the logo for its Soft White range, which has grown 42% in the last year, an increase of more than £50m. The farmhouse sector currently accounts for 9% of the white bread category, and is showing the strongest growth at 28%.
Hovis marketing director Jon Goldstone said ‘Our Hovis Soft White bread is the fastest growing white bread on the market and our consumers have been requesting a Farmhouse version for some time.'
Premier Foods will be supporting its Soft White range with a £4.5m marketing campaign that includes a return of its ‘Go On Lad' TV campaign, a four-week poster campaign, an online campaign running throughout October.
Hovis also plans to give away more than one million loaves during October.
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