RHM Bread Bakeries is investing more than &£10m in the Hovis brand to support the reformulation of the entire range, as it attempts to bolster its “healthy” proposition.
The relaunched Hovis will include wholegrain wheat, which RHM claims makes the range healthier. The move will be supported by a heart-shaped logo with the strapline “Healthiest Ever Hovis” on the packaging.
A source says the decision to revamp comes as the company plans to increase the price of Hovis by 5p across the range.
Hovis is also increasing the level of fibre in its white bread and is cutting salt levels in all of its products. It is understood that the company is changing from red wheat to wholegrain in May.
RHM will also boost the ad spend for the brand to &£9.8m and is planning to launch an advertising campaign, which will include television advertising, to extol the health benefits of the revamped range. The brand’s advertising is handled by DDB London.
As part of the revamp, Hovis is also relaunching its rolls. It will scrap Hovis Square Rolls, which are positioned as a lunchbox product, and will be replacing them with a range of bigger, softer round rolls. An industry source says the new recipe will increase the product’s shelf-life by one day.
RHM is reviewing its agency roster following a restructure of its business units. It is considering whether to appoint another agency for its culinary brands division in addition to WCRS, which handles Mr Kipling.
McCann Erickson and Miles Calcraft Briginshaw Duffy have been invited to pitch for the division’s Bisto and Sharwoods businesses (MW March 17).