British Bakeries is adding a new sunflower seed loaf to its Hovis portfolio and relaunching the brand's Super Premium range. Improved versions of Crusty White, Crusty Golden Brown, Country Grain, Farmhouse White and Wholemeal are due on shelves on Monday (August 5), and the new Sunny loaf will join them in two weeks' time. Packaging has been specially treated to feel like paper for a wrapped not packed' effect and has transparent panels. The move follows last year's £7m relaunch of Hovis' standard products which included ads featuring a cartoon family and packaging decorated with baked beans and sandwich fillings. A new TV ad will support the Super Premium relaunch. {{P&P }}

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