A superhero will be flying into supermarket car parks across the country next week to launch a £2m campaign for Hovis Best of Both.
The idea is to encourage 'super mums' to feed their kids the half wholemeal/half white bread that promises to be tasty and also good for them.
The campaign, which focuses on reinforcing the sector leader's taste credentials to encourage more consumers to switch from white bread, also includes national TV and radio advertising, in-store promotions, sampling and door drops.
Until the end of June, the company is pledging to refund consumers' money if they don't enjoy the taste and flagging up the challenge on packs.
"We understand the challenge parents face providing their children with food that is tasty and good for them," said brand manager Ifan Jenkins. "Hovis Best of makes that challenge easier. We are so confident in our product, we are offering a money-back guarantee."