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£50m bid to give Hovis bigger slice of market

Hovis and Mr Kipling owner Premier Foods will launch a major television ads push this week.

The debt-laden group has doubled its marketing spend to over £50m this year in a bid to build on the "strengths and heritage" of its eight "power" brands, which also include Bisto, Batchelors, Oxo and Ambrosia and Sharwood's.