Big & Bouncy launches exclusively through Tesco from this week, and will roll out to all other major retailers from September 15, with a recommended retail price of 78p.
According to Hovis, the loaf has been developed for families who like the "taste, smell and bouncy feel of freshly baked bread", but want a loaf that "fits with the demands of modern family life".
Big & Bouncy has a soft crust rather than the hard crust of traditional freshly baked bread, which, according to internal research from British Bakeries, British children dislike.
Packaging for Big & Bouncy features blue and orange spacehoppers. It was designed by Vibrandt, which has previously worked on the Hovis Super Premium range and together with Brandhouse forms the RHM Group design roster.
Williams Murray Hamm, which created the Hovis identity that won the Grand Prix in Marketing's Brand Design Awards last year, parted company with the firm by mutual consent in July.
The launch will be supported by television advertising from BMP DDB, which will feature the "Hovis family". There will also be a PR campaign through Rowland Communications, comprising a spacehopper challenge in Tesco car parks to raise money for the NSPCC.
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