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.’

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