Premier unveils plans for Hovis relaunch

Branston Pickle firm Premier Foods unveiled plans for the makeover of its entire Hovis range today.

Encouraged by the recent relaunch of Hovis white bread, Premier said it was working on new recipes and packaging for the rest of the Hovis portfolio, ahead of a marketing drive in the second half of this year.

Premier, which acquired Hovis as part of its 2007 takeover of RHM, said the changes would reflect the “core values and strength” of the brand. Hovis dates back to 1886 and is one of the UK’s best known grocery products, helped by the television commercial featuring the delivery boy pushing a bike up a hill.

Hovis was also one of the first brands to advertise on television.

In a trading update today, Premier said sales of Hovis had stabilised during the first four months of 2008, with a pleasing customer response to the new Hovis white bread.

It added: “Our strategy to rejuvenate Hovis is well under way. We have now extended the programme to the whole of the Hovis range and we are currently developing improved recipes, improved packaging and new marketing that reflects the core values and strength of the brand.”

The acquisition of RHM took Premier into the bread category for the first time and made Hovis the largest brand within the company. The first year of ownership proved challenging for Premier, with rising overheads and strong competition from a resurgent Kingsmill and privately-owned Warburton’s.

Trading profits for the bread bakeries division of Premier fell £32.9m (€41.4) to £35.1m (€44.2m) in the last financial year.

However, Premier said earlier this year it had achieved price rises and identified specific consumer concerns with Hovis white bread, resulting in the launch of a new recipe.