Hovis Bakeries has just launched Just…3, the first new product innovation from Hovis since the business was acquired by Allied Bakeries in July, named after the number of ingredients in each loaf.
The launch comes after a £4m investment in the brand, which sees a nationwide campaign running across TV, VOD, YouTube, OOH, radio, and social media currently running until December. The loaves will launch in Tesco stores before rolling out to the wider channels, the supplier said.
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Hovis’ research shows consumers are increasingly seeking bakery goods made with simple, recognisable ingredients. Currently, most loaves with short ingredient lists are sourdough, and while consumers value its classic credentials, they said its distinctive tang, texture and crust aren’t always right for every occasion, or every member of the family.
Hovis Just…3 loaves come in a versatile loaf format ideal for sandwiches or toasting, and their specially selected grain and slow fermentation process give the product a family-friendly flavour and soft texture.
Mark Brown, chief marketing officer at Hovis Bakeries, said: “Just…3 is all about giving people choice. We know that consumers are asking for shorter ingredients lists and this is our way of making this widely available by bringing together simplicity, great taste and everyday convenience.”
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