This is not the first time Hovis has responded to consumer demands. In 2018 it launched two new premium bread loaves in a bid to cater to the growing consumer demand for sourdough and seeded variants.
Glorious Grains is baked with seven different types of sprouted wholegrains, including rye, wheat, spelt, oats, barley, buckwheat and teff. The bread contains natural sources of copper, minerals including magnesium and phosphorus, and vitamin B1, said the firm.
Hovis Glorious Grains is the latest addition to Hovis’ health-focused range and follows the launch of Hovis Fabulous Fibre, a high-fibre option aimed at improving gut health.
“Having listened to consumer demands, we are excited to launch our delicious new Glorious Grains loaf, which contains minerals and vitamin B1 and helps to support the immune system,” said Nina Shanahan, head of marketing for Hovis
“This is a great addition to our health-focused range which includes HovisFabulous Fibre, helping consumers reach the daily target fibre intake without compromising on taste. With more consumers demanding bread with additional nutritional benefits, Hovis is pleased to be able to answer these needs through our delicious and wholesome range.”
Tackling food wast
Hovis said it has also been working to tackle hunger and food waste through donating to FareShare, the UK's largest and longest-running food redistribution charity. By July, Hovis had donated more than 95,000 loaves through FareShare.
In December 2019, Hovis signed up to the Trade Union Congress’ (TUC) ‘Dying to Work’ charter in a bid to more effectively support employees affected by terminal illness.
Hovis Glorious Grains and Hovis Fabulous Fibre will be available in Sainsbury’s, Morrisons, Waitrose and Tesco in July. Hovis Fabulous Fibre is already on shelves in Tesco and Waitrose.