Hovis is adding a new Extra Thick variety to its Best of Both part-wholemeal white bread range and relaunching the brand with revamped packaging and a new television ad campaign.

Instore from the middle of this month, the new thicker cut offers a ‘doorstep’ option, while updated packaging aims to increase shelf stand-out.

The new look also plays up Hovis’s health message of being free from artificial preservatives and flavourings.

According to senior brand manager Clare Heywood, healthy white bread is worth £62m and is the fastest-growing sector in packaged bread.

“It is driving sales and adding profitability to the market, with Best of Both leading the sector,” she claimed.

A six month nationwide television campaign kicks off at the beginning of next month.