Hovis adds vitamin D to Best of Both loaves

The recipe will “provide added nutritional benefits to the tasty loaf to support consumers in their quest for food with more added nutrients”, including vitamin D and calcium, and is low in fat and sugar.

The brand said one slice of the loaf contains at least a third of the daily recommended vitamin D and calcium intakes.

Nina Shanahan, head of marketing for Hovis, said: “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.”