Hovis: Packaging redesign

In mid-2008, having lost its leadership position to Warburtons, Hovis was in serious trouble. The time had come for a major packaging overhaul to halt the decline in sales and market share.

Hovis: Packaging redesign

Packaging: Branded - Food

Jones Knowles Ritchie

EXECUTIVE SUMMARY

Turnaround at A Critical Moment

The packaged bread market is large but mature, with modest volume growth and the leading brands locked in a vicious battle for share.

In mid 2008, Hovis was in serious trouble, having lost leadership to Warburtons 18 months earlier. So grave was the rate of decline, if the trend were to continue for another year, Hovis would hold less than half of Warburtons’ share.

By the end of 2009, Hovis had pulled off a remarkable turnaround, with sales up 14% and a...

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