Articles

14 June 2011

Hovis® Homebake set to revolutionise static part bake sector

Hovis  is set to capitalise on the massive potential that the currently untapped part- bake market has to offer with the launch of Hovis® Homebake – a range of Hovis® branded part-baked loaves and rolls.

As the first bread brand to invest in this sector, Hovis  is certain its part-bake offering will revitalise this static part of the market and create a significant sales opportunity. Over 60% of households don’t currently buy part-bake largely due to a lack of awareness and those who do only purchase six times a year .

Ian Harris, Category Controller for Hovis, says: “Consumers are craving greater variety and better quality of part-bake products. As the first major bread brand to step into the market we believe we can double the value of this sector by meeting consumer demand through our new range. Unlike plant bread, the £67m ambient part bake market  is often bought as an incremental purchase.  By simply getting current buyers to buy it once a month versus once every two months, we’d be adding £67m to the sector.”

The Hovis® Homebake range will comprise a white bloomer, a Granary® bloomer, a pack of four white rolls and a pack of four Granary® rolls. The Granary®  brand and recipe are exclusive to Hovis®, making the Granary® products a first for the part-bake sector. The whole range has been developed in line with existing Hovis® bread recipes to ensure the quality is consistent across the range and like all Hovis® products it will be made from flour milled from 100% British wheat.

Harris concludes: “Granary®  products dominate  the malted wheat market and outperforms wholemeal within in-store bakery. It therefore fits perfectly with consumer demand for healthier and tastier products. We’ve just begun our sell in and to date the Hovis® Homebake range has been exceptionally well received by customers and we are expecting this to be one of the primary launches this year across the bread sector.”  

Hovis  is also introducing different shapes which have been carefully chosen to be in line with consumer needs.  The bloomer is more substantial than a baguette while square rolls are seen as more premium than round ones. All are cut and topped to further enhance their appearance and maximise appeal.

The packaging on part bake products has a huge part to play in communicating quality and so Hovis® is ensuring the design of the pack allows the product to be the hero and communicates the high quality of the bread.  A range of shelf ready packaging will enhance the brand further by giving it strong on shelf stand-out.

 
The Hovis® Homebake range is due to launch on 5 September 2011.

Ends

For more information please contact Annemarie Penderis at Cirkle on 01494 680727

Notes to Editor

1. Hovis  has its origin in flour and baking – starting life as a flour brand that was sold to craft bakers who baked bread in special Hovis®  tins. The launch into the ambient part-baked category represents a return to its roots in creating a branded product that is associated with the highest quality recipes partnered with a brand name that consumers trust.

2. The ambient part-bake category is currently growing by 1.8% YoY (IRI 52 w/e 16th April 2011)

3. Part bake is used differently to traditional plant bread (Kantar Worldpanel usage – 12m/e Feb 2011)

4. Due to lack of awareness, 60% of households don’t currently buy part bake (Kantar 52wk 26th December 2010/ Link consumer research December 2010/ Internal Premier Foods research April 2011)

5. White formats currently dominate sales – 94% - as there is little choice. (IRI 52 w/e 16th April 2011) Granary®  products  are  exclusive to Hovis and is perfectly positioned to drive the category forward.

6. Best quality:

- Developed in line with Hovis®  bread recipes

- Baked for longer to ensure visual appeal is stronger

- Cut