British Bakeries has today launched three new varieties of Hovis rolls.

The White, wholemeal and Best of Both trio are all square in shape rather than round and are aimed at lunchboxes.

In a bid to create strong on-shelf impact, all will be packaged in the signature liveries of the rolls’ loaf counterparts, including baked bean- and tomato-themed wrappings for the white and wholemeal variants.

The packs are designed to stand upright on shelf to act as a "signpost" to the category.

For more, see The Grocer magazine - available from all good newsagents