Hovis - a classic example of successful product extension

Premier Foods, the owner of a strong portfolio of consumer brands, has announced a 7% increase in grocery sales in 2008 compared with 2007. One of the main contributors has been Hovis bread…

Sales of Hovis increased by 11% during 2008 - an impressive performance in a low-growth market. Hovis was given a significant marketing makeover last year - new packaging and an iconic television advertising campaign that quickly became a hit with YouTube viewers and supermarket shoppers alike. A great example of how a combination of two elements of the marketing mix can provide a timely boost to a long-established product.