Hovis revamps Enjoy and rolls out flavoured loaves

Hovis, the British Bakeries-owned bread brand, is launching a range of flavoured loaves under its premium sub-brand, Hovis Enjoy. The launch of the product aims to move Hovis into the specialty bread category.

There are currently two 400g loaves in the flavoured range, a cheese and chive cob and a seven-seeded bloomer. These are being trailed in Somerfield stores. Industry insiders suggest that other flavours will be added if these prove successful.

The loaves are aimed at the premium end of the mainstream market as they are available on the bread fixture and have a longer shelf-life than fresh specialty breads.

However, the bread has been baked to have a similar soft texture and taste to freshly baked loaves.

Hovis is moving 15 existing bread lines under the umbrella of the Hovis Enjoy brand, including Crusty White.

It is also introducing new lines called Country Sandwich and White Granary with added seeds and grains. Hovis’ organic loaves and rolls will also come under the Enjoy range, which is being repackaged to give it a more upmarket appeal and to give the range a consistent look.

Industry insiders say that the initiative is designed to encourage more consumers to trade up.