Amidst many consumer challenges over Free School Meals, Hovis^® Best of Both^® has committed to increasing its support for families living in food poverty by donating an additional 250,000 loaves. This is enough bread to make an additional 2.5 million sandwiches in 2021 on top of the annual donation of 250,000 loaves from the brand. The bread is being donated in partnership with the charity FareShare, the UK’s longest-running food redistribution charity, which, along with Hovis, also supports the Marcus Rashford Child Food Poverty Taskforce. In 2020, Hovis donated 250,000 loaves from across their range – providing enough slices for 2.5m sandwiches to those families living in food poverty.

Not only has Hovis committed to increasing its bread donations to create 2.5 million additional sandwiches in 2021, but it has also promised that its donations will be of Best of Both, one of its longest-standing product ranges that have just re-launched with a new recipe. The new Best of Both is rich in Vitamin D which helps to support the immune system1.

Health and immunity remain at the front of minds and the benefits of Vitamin D are believed to be even wider than just maintaining bone and muscle health and helping the normal function of immune systems. As such, Public Health England (PHE) has set out a recommended daily intake for Vitamin D1 of 10 micrograms.

Hovis Best of Both is rich in Vitamin D, which helps to support the immune system1, a source of fibre and protein, rich in calcium to maintain normal teeth and bones and is also low in fat and sugar. Just two slices of this new and delicious loaf contain at least a third of your daily recommended Vitamin D and calcium intakes.

Nina Shanahan, Head of Marketing, said “With the figures for child food poverty increasing, we’re committed to continuing the work we are doing with FareShare and the Taskforce to tackle food poverty. We are pleased to increase our support not only to provide tasty bread but to provide more bread that has nutritional ingredients such as Vitamin D.”

Marcus Rashford MBE said “Hovis’ commitment to supporting those children most affected by hunger is the reason I invited them to join the Child Food Poverty Taskforce. The active steps Hovis has taken to help cover deficits with great quality product is brilliant and I can’t thank them enough. The inclusion of Vitamin D into the product also guarantees children are getting the vital nutrients they need.”

Lindsay Boswell, CEO FareShare, said: “Huge thanks must go to Hovis who have stepped up to support vulnerable communities across the country with bread, at a really challenging time. This donation is very welcome and FareShare will be distributing these loaves to the many thousands of charities across the UK that remain open to provide a lifeline to those most vulnerable communities throughout 2021.”

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Hovis, the iconic British bread brand, is running a Christmas on-pack promotion on its Best of Both loaves offering consumers the chance to win a Grand Prize of a family holiday to Lapland plus winter experiences or one of 1,000 Hovis Christmas egg cup and toast cutter sets.

Most ‘family holiday’ prizes are for two adults and two children aged 12 and under; however, for this promotion, Hovis has taken the unusual step of specifying in the terms and conditions that only the entrant needs to be over 18; if they win, then the second traveller can be of any age and the third and fourth travellers must be 17 or under. This allows for a much wider range of family groups to enjoy the prize. Anyone under 16 will have to have written parental consent to be allowed to travel.

Just under six and a half million promotional packs featuring a temporary Christmas pack design went live in store mid-November. To enter, UK mainland consumers have to buy a promotional pack, visit the www.hovischristmas.com website and enter their details and the 10 digit code found on the best before tag. They will then be entered into a draw to win either the Grand Prize or the branded egg cups and toast cutters.

There is a No Purchase Necessary entry route for consumers who live in Northern Ireland or the Republic of Ireland.

The Grand Prize is a five-night trip to Lapland, Finland, for up to four people, plus flights, travel insurance, £1,000 spending money and up to three activities, such as a husky safari, a Northern Lights viewing tour and a reindeer farm visit by snowmobile, including a reindeer sled ride and Lappish dinner. Activities are dependent on time of year and weather conditions.

The Grand Prize cannot be taken during Christmas and New Year (23rd December 2018 – 2nd January 2019), Easter Sunday (1st April 2018) and Bank Holiday periods in the UK (30th March, 2nd April, 7th May, 28th May and 27th August 2018); aside from these dates, however, it appears there are no exclusion for school holidays.

Hovis has a long history of promotional campaigns – in fact, the product’s name was the result of a competition run in 1887; a London student won £25 for his suggestion, which is a contraction of the Latin phrase hominis vis – “the strength of man”. The Hovis brand is now owned 51% by global private equity company, The Gores Group, and 49% by Premier Foods.

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Hovis has linked up with Trolls, the latest film from DreamWorks Animation, for an on-pack promotion offering the chance to win a family holiday to Los Angeles, where they will also visit the DreamWorks and Fox studios.

The promotion is appearing on eight million loaves of Best of Both and is already in store. To participate, consumers have to buy a promotional pack, find the 10 digit alphanumeric code on it and then go to www.hovis.co.uk/trolls and enter the code and provide their personal details.

“Trolls is a perfect fit for Best of Both, with its family-friendly appeal,” said Hovis marketing director Sharon Barraclough. “We are confident the release of Trolls and the prize on offer will drive further demand and attract new shoppers.”

The prize includes a four day (three night) stay in Los Angeles in a four star hotel, return flights from London Heathrow, the Dreamworks and Fox studio tours, goody bags and travel insurance for a family of four.

The competition’s Terms & Conditions specify that to be eligible, a ‘family’ must include at least one adult aged over 21, one person aged over 13 and two children aged 12 or under. The T&Cs also include the warning that the actual dates of the prize trip may fall outside school holiday times.

The promotion kicked off on October 1^st 2016 and closes on 31^st January 2017. It is open to UK residents excluding those from Northern Ireland.

Trolls, which opens in the UK on October 21^st, is a 3D computer animated film based on a range of toys originally created in the 1960s.

Hovis relaunched Best of Both in May 2016 with a new ‘softer’ recipe and packaging designs intended to appeal more to children.

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