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.

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 3711 or email subscriptions@marketingweek.com

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