Hovis is revamping its rolls range in a bid to reinvigorate the declining bread rolls category.

The Premier-owned brand has reformulated its recipe to improve softness and has increased the shelf life of its premium rolls.

It has also revamped the packaging, with soft white and premium rolls now carrying the Union Jack graphics it introduced to its loaves in March. The rest of the range now features bold coloured panels and all the lines will carry a 'new recipe' flash.

Hovis six-packs will no longer come pre-sliced, as Premier found customers felt sliced rolls did not stay as fresh as unsliced. The 12-pack which Premier said was often bought for parties and barbecues and used more rapidly will ­remain pre-sliced.

According to Kantar, sales of bread rolls have ­declined 0.3% by value ­y-o-y to £605m, while volume sales have dropped 2.6% [52w/e 20 February 2011].