Hovis has given its Best of Both brand a revamp and added two SKUs to the range in time for the new school term.

Activity is being aimed at parents making lunchboxes for their children, and includes sponsorship of ITV quiz show Holding out for a Hero, which is on air for seven weeks from 11 September. Hovis said it expected 62% of its target audience to see the idents an average of 11 times.

The recipe for the bread has been tweaked and the line-up expanded with a seeded variant, Hovis Best of Both Seeds (rsp: £1.35/800g), and smaller pack, Hovis Best of Both Little One (rsp: 69p/400g). The packaging of the range has been made bolder.

"Best of Both is our biggest sub-brand after Soft White, and is perfectly ­positioned to drive sales at a time when mums are choosing what to give kids for lunch," said marketing controller Sioned Winfield.