The bread brand, which is owned by Premier Foods, will also push its wholemeal range with a television campaign starring brand ambassador Olympic cyclist Victoria Pendleton.
Hovis will also launch a TV ad campaign to drive trial and awareness of its recently launched Hearty Oats loaf in February.
It also plans a marketing push to communicate its 100% British wheat credentials In the spring.
Hovis announced that it was converting to 100% British wheat in February this year and launched what it claimed was its biggest ever marketing campaign to promote it.
Goldstone was recently promoted to take on Premier Foods’ first group marketing director role, with responsibility for all the brands in the company’s portfolio.
As part of his role, he will look to focus Premier’s marketing budget on fewer brands, to improve the return on investment.
Other Premier Foods brands include, Mr Kipling, Bisto and Ambrosia.