Premier Foods is overhauling the packaging for its Hovis brand for the second time in 15 months as it looks to revive flagging sales.- The company will roll out the refresh over the next three months.
The company will roll out the refresh over the next three months. It will replace the Hovis brand’s’ current packaging, which launched last January to promote its health credentials and British heritage.
Unveiling first quarter results earlier today (23 April), Premier says the revamp will give Hovis “strong standout on shelf in a highly competitive category”. It will continue with the positioning adopted by previous packaging but will emphasis the Hovis brand name further as well as show more of the bread. A spokeswoman for the business declined to provide further details.
Premier is hoping the move can help lift the struggling brand. To drive growth, the food manufacturer has extended the Hovis brand into new categories with the launch of a branded breakfast biscuit range last year.