Premier Foods adds the Nimble brand to its range of Hovis bread

Premier Foods has announced that Nimble has been adopted into the Hovis bread brand.

Nimble has been re-branded Hovis Nimble and the change is designed to benefit both brands and drive growth in the health sector.

Hovis will be investing in a pound;1m campaign focusing on healthy eating this month. The new range will include Hovis Nimble White and Hovis Nimble Wholemeal.

Jon Goldstone, marketing director at Hovis, said: “Nimble is a strong brand with loyal consumers and will positively impact Hovis’ market share by generating additional sales in a new sector. There is a natural synergy between Hovis and Nimble, with both brands already enjoying strong health perceptions among consumers, and Hovis Nimble provides significant benefits to both brands.”

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