Hovis targets children with new crustless bread
crustless bread under its Hovis brand, targeted at young children
who only like the soft part of a loaf.
Hovis Invisible crust, which the company claims is the first of its kind, is due to hit the shops next month.
Consumer research carried out by RHM Bread Bakeries revealed that 35 per cent of British mothers remove the crusts from their children's sandwiches. This wastes up to 45 per cent of the actual loaf, the company said.
Invisible Crust is created by gently baking the bread in specially designed tins at a lower temperature, which ensures the surface does not get very hot and so no crust forms.
Crustless loaves are already available in countries including Italy, Spain and the US, but these are created by cutting the crusts off after baking, RHM said.
The company claims its new baking process is unique and subject to a patent.
The new product will be available under the Hovis's white bread brand and its Best of Both brand, which contains added wheatgerm. The ingredients and nutritional value of the breads will remain unchanged, said the company.
