HOVIS® LAUNCHES TASTY LOWER CARB RANGE
Hovis® is looking to meet consumer needs for a healthier and more balanced lifestyle with the launch of a new Hovis® Lower Carb range. Launching on 19th June, the range will be available across all channels and is set to sit alongside mainstream white, wholemeal and seeded loaves.
31% of consumers cite carbs as a dominant reason to eat less bread. Hovis® Lower Carb is set to overcome this barrier and offer consumers the opportunity to reengage with the category, whilst maintaining the great flavour synonymous to Hovis®.
Ed Milner, Market Strategy and Planning Director, comments: “Using our quality flour our expert bakers have removed 30% of the carbs normally found within an ordinary loaf of bread1 and added wheat protein and fibre to create a great tasting range of loaves. This means the new Hovis® Lower Carb loaves are also high in fibre and protein, and because they’re still made with wheat, they can offer consumers deliciously lower carb alternatives to their favourite Hovis®loaves.
“The new Lower Carb range aims to present a positive choice for consumers who are looking for an alternative to fulfil their balanced lifestyle.”
The launch will be supported with shopper, PR and social media marketing.
Hovis® Lower Carb Soft & Tasty White 400g, full size slices – £1.00
Hovis® Lower Carb Tasty Wholemeal 400g, full size slices – £1.00
Hovis® Lower Carb Deliciously Seeded 400g, full size slices – £1.10.
130% less carbohydrates per 100g compared to other sliced white, wholemeal or seeded bread on the market which typically contain 45.8g for white, 39.1g for wholemeal and 38.9g for seeded.
 Mintel 2017 – Bread and Baked Goods