date:Sep 07, 2012
unsurprising move from Hovis, competition is intense.
Brands like Hovis need to truly differentiate themselves to be successful,Chipalkatti said.
Hovis should consider positioning products in the bakery aisle of supermarkets, she said, to capture convenience-seeking breakfast shoppers, rather than following Krafts footsteps and retailing in the biscuit aisle.
However, Sarah Frederickson, marketing controller for Hovis, said the product will be sold in the biscuit aisle to prevent consumer confu