Premier Foods launches oat and whole grain bread

by Eric Schroeder
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LONDON — Premier Foods P.L.C. has introduced Hovis Hearty Oats, a new selection of bread that the company claims is the first ever bread to be baked with 50% whole grain oats and 50% wheat flour.

The company said the bread helps maintain normal cholesterol due to each two-slice serving that provides 1 gram of beta-glucan, a third of the daily suggested intake in the United Kingdom.

“Hovis has a long history of innovation and a commitment to baking a range of healthy breads,” said Jon Goldstone, marketing director for Hovis. “We are extremely proud of Hovis Hearty Oats. Not only is it the first bread to be baked with 50% oats and 50% wheat flour, helping maintain normal cholesterol, but it is also uniquely approved by Heart UK (the cholesterol organization). We are also introducing a unique pack color to the category with superb on-shelf standout. We are committed to driving the breakfast occasion for bread.”

Hovis said it will support the new product launch with a £5 million ($7.7 million) marketing campaign starting in June. The campaign will feature television advertising, public relations, and the company’s biggest in-store investment ever.

The new bread has a suggested retail price of £1.34 ($2.06).

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