Hovis Breakfast Bakes

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Global

Designed by Family (and friends), United Kingdom.

Family (and friends) help Premier boost busy mornings.

Premier Foods, home to some of Britain’s most loved food brands, is launching a new convenient range of breakfast biscuits under the Hovis brand.

It marks important brand development for Premier Foods as it enters the £33m breakfast biscuits category targeting a genuine need among busy consumers, particularly women aged 25 to 45, many of whom skip breakfast regularly.

F&f were invited to submit fee-paid designs for rigorous consumer testing, where stand out, wholesomeness and taste were key to success.

Although not ground breaking as a design, it’s a big departure for Hovis from its core brand look: the aim has been to capture the feeling of brightness and energy that you’d ideally like to wake up with.

The brand has been launched in three varieties: Oats & Honey, Malted Crunch, and Milk & Oats. In common with all Hovis products, they will be made with flour milled from 100% British wheat, contain no artificial flavourings or preservatives.

Breakfast Bakes will be supported by a £4m marketing campaign, including TV support, along with money-off coupons. The marketing campaign will run for the next 12 months.

Food Photography by Howard Shooter.