Hovis Fruity Nibbles


We worked with Fox’s Biscuits to create a new snack product under the Hovis brand. The
packs had to reflect the ‘permissable snack’ positioning of the product. They’re a treat, but with real fruit pieces and the goodness of wholemeal flour, not such a guilty one.


We created the name, branding and packaging to communicate the products ‘healthier’ positioning and reflect the strong Hovis brand values. The sunny colours and farm imagery reinforce the Hovis heritage and real fruit photography gives taste and flavour cues. The tractor and banner device neatly tell consumers it’s the perfect ‘anytime snack’ whilst the wholemeal device reinforces the wholewheat benefits.


“DGI delivered great work on this project. From quite an exploratory brief, they really grasped what we were looking to achieve and worked collaboratively to reach an end result that looks fantastic on-shelf and has clear differentiation within a cluttered category.”

Fox’s Senior Marketing Manager