Warburtons and Hovis are locking horns in a battle to boost the bread roll market.
Hovis is delisting the packs of rolls it currently has on the market to introduce a seven-strong range of premium rolls based on the loaves introduced in its brand relaunch in September.
Its Soft White, Best of Both, Hovis Wholemeal, Premium White, Seed Sensations and Granary rolls will be sold in resealable bags to prolong freshness; while rolls based on its Little Brown Loaf will be packed in a normal bag. Each pack will have an rsp of around 99p and arrive on shelf in late April.
A £2m marketing support programme will revolve around a new TV ad in the same vein as the Go On Lad epic, said marketing director Jon Goldstone.
"The quality and packaging of Hovis rolls has disappointed in the past but I'm pleased to offer consumers a great-quality range of rolls that will excite the neglected category."
Warburtons, meanwhile, is revamping its entire bread roll portfolio with new packaging and is launching Warburtons Lunch Rolls. Available in white, wholemeal and grains & seeds flavours, rsp £1.10, the Lunch Rolls will be available from early March, with marketing support kicking off during National Bread Week from 4-11 May.
The format of six Lunch Rolls to a pack was suited to family lunches, said Warburtons category director Sarah Miskell.
"Our research told us shoppers were looking for soft rolls suitable for soup or sandwiches in a variety of flavours, with the assurance of quality and long-lasting freshness," she said.
Hovis is delisting the packs of rolls it currently has on the market to introduce a seven-strong range of premium rolls based on the loaves introduced in its brand relaunch in September.
Its Soft White, Best of Both, Hovis Wholemeal, Premium White, Seed Sensations and Granary rolls will be sold in resealable bags to prolong freshness; while rolls based on its Little Brown Loaf will be packed in a normal bag. Each pack will have an rsp of around 99p and arrive on shelf in late April.
A £2m marketing support programme will revolve around a new TV ad in the same vein as the Go On Lad epic, said marketing director Jon Goldstone.
"The quality and packaging of Hovis rolls has disappointed in the past but I'm pleased to offer consumers a great-quality range of rolls that will excite the neglected category."
Warburtons, meanwhile, is revamping its entire bread roll portfolio with new packaging and is launching Warburtons Lunch Rolls. Available in white, wholemeal and grains & seeds flavours, rsp £1.10, the Lunch Rolls will be available from early March, with marketing support kicking off during National Bread Week from 4-11 May.
The format of six Lunch Rolls to a pack was suited to family lunches, said Warburtons category director Sarah Miskell.
"Our research told us shoppers were looking for soft rolls suitable for soup or sandwiches in a variety of flavours, with the assurance of quality and long-lasting freshness," she said.
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