Tom Pook of Hovis talks about baking in convenience retail
What is your role?
National accounts manager for wholesale accounts and impulse in Hovis.
What is a typical day like?
Review daily sales and performance across all accounts to understand how the market is performing and ensure future forecasts are in line with expected demand. Then build rapport and relationships with clients and have internal meetings, either in person or via video calls.
What is the story of your brand?
Hovis as a brand has been baking for over 130 years, originally starting in 1886 when our founder Richard ‘Stoney’ Smith changed the way flour was milled, separating the wheat germ from the flour without losing any of the vitamins or minerals. found in wheat germ.
In 1890, a national competition was held to replace the name of the brewing process, initially it was called ‘Smiths Patent Process Germ Flour’.
The winner was Herbert Grime, who suggested the name ‘Hovis’, which was created from the Latin phrase ‘Hominis Vis’ meaning Strength of Man.
What sets Hovis apart from the competition?
The great taste and quality of the product are well known throughout the industry, offering consumers a wide variety of wrapped bread variants, coupled with a good shelf life, allowing consumers to enjoy our products at home, on the go. work and outside of it.
Who is today’s Hovis consumer?
Hovis tends to be over-rated in the southern regions of Britain, but we are a strong brand nationally and are ranked number one or two in every region of the country.
There’s a Hovis bread for everyone: Hovis Soft White and Best of Both are popular with younger households and
families, while Hovis Seed Sensations and Granary are popular with older buyers.
The launch of the Hovis Bakers Since 1886 range in April 2021 brought more young and high-end shoppers to the brand, and that’s through half-cob buns and our premium burger buns.
What buyer missions drive convenience sales?
Post-pandemic in 2020, many consumers identified convenience retail as more than just a small store on their way. Many consumers now use convenience as part of a weekly purchase instead of a top-up.
As we have grown our portfolio of Hovis products under the Hovis Bakers Since 1886 range, consumers are now buying our other bakery range of bagels, on the cob and English muffins with added sourdough.
What range tips can you offer to convenience store retailers?
Don’t over-index white bread. While a popular choice, ‘Bread with Bits’ is the second largest sector and is underrepresented within impulse.
Opportunities for both sales and margin growth exist for retailers in the Bread with Bits segments. Hovis Original Seed Sensations Seven Seeds 800g is the No1 product within the large loaves of Bread with Bits in Impulse.
Hovis Granary 800g (medium) is No37 and Hovis Granary 800g (coarse) is No47. Hovis Best of Both is now the number one brand within the Half & Half industry at Impulse.
What is your favorite variant of Hovis and why?
The Hovis Bakers Since 1886 Seed Buns. It’s a good sized roll for a nice lunch at home, school or the office, as well as being great with soup for dinner.
How important is the Scottish convenience channel to Hovis?
Scotland is a very important region for us in terms of comfort. The Mothers Pride Scottish Batch brand heritage speaks for itself, so it’s great to support Scottish retailers with our Hovis and Mothers Pride range.
Do you have any NPD’s you’d like to shout about?
Launching this month, we introduce Hovis Bakers Since 1886 Teacakes, a great addition to our 1886 range.