‘Here to drive demand’: Hovis on its mission to ‘protect and grow’ the bread category
The bread category may be undergoing an “evolution” away from the traditional sliced loaf, but Hovis is confident it can continue making its product relevant.
There are few food categories as synonymous with British life as sliced bread. Whether it’s morning toast, a midday sandwich or a chip butty for tea, bread – in particular the pre-packed sliced loaf – plays a role in so many different occasions.
Yet, these days consumers are buying less pre-packaged bread. According to Kantar figures, as reported by British Baker, sales value across the bread category was up 7% in the 52 weeks to 17 March 2024, but volumes were down 0.7%.
If bread is synonymous with many British mealtime occasions, then Hovis is synonymous with bread. In 2023, it was the fifth “most chosen” food brand in the UK, according to Kantar (behind rival Warburtons in first place), and it has been baking bread for over a century.
As one of the leading brands in the bread category, Hovis sees itself as having a responsibility to drive the market, explains CMO Mark Brown.
