British Bakeries removes additives from Hovis range

British Bakeries has made its entire Hovis range free from artificial flavourings and preservatives, something the company claims is a first for a major bread brand. The initiative will be backed by a &£7m marketing push, including in-store marketing and television ads by BMP DDB, breaking in April. New packaging and press ads emphasising the lack of additives launch this week. British Bakeries brand director Paula Moss says the activity has been prompted by growing consumer concern about additives in food. She says that the move will provide a significant point of difference between Hovis and its competitors. Moss says: ‘The bread industry has suffered from ineffective marketing in the past. What we are trying to do is to be really clear about what the brand stands for.’

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here