Hovis expands premium range sourdough and seeded breads

By James Ridler contact

- Last updated on GMT

Hovis has launched two new bread loaves to capitalise on the premium bread market
Hovis has launched two new bread loaves to capitalise on the premium bread market
Hovis has launched two new premium bread loaves in a bid to cater for growing consumer demand for sourdough and seeded variants.

The baker’s new White Bloomer is baked with a traditional sourdough that has been slowly fermented for 72 hours, building on Hovis’ reported success in the White bread segment – its Soft White range has grown 18% in sales since April 2016, compared with market decline of -4%, according to Nielsen data (Total Cov/GB, Pre-pack Loaves Units % Change, 4we 23rd Apr ‘16 vs 4we 8th Sept).

Hovis hoped to meet further consumer demand for premium bread alternatives with its new Seeded Batch variety. Available in 800g and 400g pack sizes, the bread is made with a seed blend made with 64% toasted sunflower seeds.

Roll out

Both products are now available in Morrisons and online retailer Ocado, with Seeded Batch being rolled out in Asda stores at the beginning of October.

Hovis senior brand manager Hannah Vose said: “Our innovation team consistently create products that delight our consumers and as a result we have seen strong value and unit performance.

“Our continued investment into product development – and the launch of our new Seeded Batch and White Bloomer loaves – will drive our competitive advantage within the market and capitalise on consumer demand.”

Year-on-year sales

Hovis’ year-on-year unit sales of seeds and grains, as well as that of premium white bread, have grown 10% and 4% respectively.

It expected demand for variety in bread to remain a driver for its continued innovation and product development across its product portfolio to satisfy “evolving consumer preferences”​.

Meanwhile, Hovis was one of the 89 organisations that have committed to the Food Waste Reduction Roadmap, developed by IGD and WRAP.

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