Premier launches new products under three brand names

Premier Foods plc has announced a number of product launches under the Hovis, Mr Kipling and Loyd Grossman brands.

The manufacturer said on Friday that it is relaunching its Hovis toasting range with new packaging and recipes to improve consumer awareness of the range.

The range, which comprises Thick Crumpets, Soft White Muffins, Scotch Pancakes and Fruity Teacakes will all have new packaging from September.

The company said that the new designs will have product pictures on pack that communicate the quality of the product and “tempt consumer to buy the treats on impulse”.

The packaging will also have new horizontal positioning on shelf that will improve fixture impact for consumers to make it easier to retailers to merchandise.

It has also reformulated its Fruity Teacakes and Thick Crumpets to “improve softness and taste eating experience”.

It is also launching individually packed slices across its angel and lemon slices.

Premier Foods category controller for cake Diana Dorsett said the Mr Kipling Snap Packs are designed to encourage shoppers to think of cake outside of the traditional teatime occasion.