PREMIER Foods is set to overhaul its entire Hovis range, it revealed today.
Having recently relaunched the traditional white Hovis loaf, Branston Pickle firm said it was working on new recipes and packaging for the rest of the portfolio, ahead of a marketing drive in the second half of this year.
Premier, which acquired H
ovis as part of its 2007 takeover of RHM, said the changes would reflect the "core values and strength" of the brand.
Hovis dates back to 1886 and is one of the UK's best known grocery products, and was one of the first brands to advertise on television.
In a trading update, Premier said Hovis sales had stabilised during the first four months of 2008, with a pleasing customer response to the new white bread.
It added: "Our strategy to rejuvenate Hovis is well under way. We have now extended the programme to the whole of the Hovis range and we are currently developing improved recipes, improved packaging and new marketing that reflects the core values and strength of the brand."
The acquisition of RHM took Premier into the bread category for the first time and made Hovis the largest brand within the company. The first year of ownership proved challenging, with rising overheads and strong competition from a resurgent Kingsmill and privately-owned Warburton's.
Trading profits for the bread bakeries division of Premier fell £32.9 million to £35.1 million in the last financial year.
But Premier said earlier this year it had achieved price rises and identified specific consumer concerns with Hovis white bread, resulting in the launch of a new recipe.
Premier employs 360 people at its Quorn sites in Stokesley, North Yorkshire, and Teesside.
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