PREMIER Foods’ relaunch of the iconic Hovis brand has closed the gap on market leader Warburtons, the firm said today.
The Oxo-to-Branston foods group said Hovis branded sales were up 22% on last year in the 13 weeks to September 26.
Premier splashed out on an advertising campaign celebrating the 122-year heritage of the bread brand last year and has brought in new products including rolls and a Farmhouse soft loaf.
This pushed its market share to 26.2% in the third quarter - more than 3% above the same period last year. Hovis stands second behind Warburtons, which has around 30% of the market, while Kingsmill is third with around 19%.
Chief executive Robert Schofield said: "Our brands have continued to take market share through a combination of innovation and advertising, supported by strong promotional campaigns.
"Hovis has consolidated its market share gains and the division is now benefiting from the branded sales growth achieved over the last year."