Vitamin-Enriched Breads

Consumers are searching for ways to support their wellness and boost their immune system more than ever, so brands are taking note with new offerings as seen with the Hovis Best of Both loaves. The bread is debuting a new recipe that has been fortified with additional nutrients including vitamins D and calcium in response to consumer demand. This enables a single slice of the bread to contain at least one-third of the recommended daily intake of vitamin D and calcium.

Heading of Marketing for Hovis Nina Shanahan spoke on the newly updated Hovis Best of Both loaves saying, "According to a research by the British Journal of Family Medicine, as many as 30% to 40% of the UK population is vitamin D deficient in winter. The new Best of Both recipe complements Hovis’ health-focused range and follows the launch of Hovis Fabulous Fibre and Hovis Glorious Grains. Fabulous Fibre is packed with fibre which is good for a healthy gut 7, providing a quarter of your target fibre intake in just two slices and Hovis Glorious Grains provides natural sources of Vitamin B1, Copper, Magnesium and Phosphorus. These micronutrients can help to feed the body energy, support heart health, contribute to the maintenance of teeth and bones and support the immune system.”