Hovis Best of Both is beefing up its nutritional claims by telling shoppers that two slices contain as much calcium as a glass of milk.On-pack flashes alert consumers to the newly substantiated claim, which will be supported by radio and print advertising. Hovis hopes that parents will be encouraged to buy the product as a way of ensuring children get their recommended daily amount of calcium.Hovis marketing director Jon Goldstone said: “We’re really pleased to announce our new calcium claim and communicate this on-pack. We know that Best of Both is already the parent’s secret weapon to smuggle goodness into kids, and now the calcium adds to the goodness they are getting.”Best of Both is the leading half-and-half bread brand with a 64% market share (IRI grocery outlets YTD data to 24 January 2009), and Hovis hopes the latest claim will drive further market growth and incremental sales. No other Hovis products make this new claim.
Senior judges in Belfast have allowed Northern Ireland’s Attorney General to become involved in the Ashers Baking Company gay cake row.The Northern Irish bakery is appealing against its £500 fine for refusing to make a pro-gay marriage cake for gay rights activist Gareth Lee. The appeal was interrupted on 3 February due to a surprise request by the Attorney General, John Larkin QC, to deliver a representation on any clashes between European and Northern Irish discrimination law.According to The Belfast Telegraph, the judges’ decision will now allow Larkin to make those representations when the case resumes on 9 May.Lord Chief Justice Sir Declan Morgan said: “We are satisfied that there is an issue about whether or not the relevant statutes give rise to direct discrimination issues, which is more than frivolous and vexatious.”The Attorney General for Northern Ireland is the chief legal advisor in Northern Ireland for areas of criminal and civil laws which have been devolved to the region.