Hovis Breakfast Bakes



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.