Hovis rolls out Bakers Since 1886 range

By Jerome Smail contact

- Last updated on GMT

Hovis rolls out Bakers Since 1886 range

Related tags: Npd, Bakery

Hovis has unveiled a new range of bread products under the banner of ‘Bakers Since 1886’.

The line-up includes two flavours of half cob loaves, as well as Premium Burger Buns and Cheese Topped Rolls.

The half cob loaves were baked using a 36-hour starter dough for flavour and contained no artificial preservatives, said Hovis.

Available in white and seeded variants, the loaves are cut into thick slices, with use for deli sandwiches and toasties in mind.

Available in Tesco, Waitrose, Asda and Morrisons

Both versions of the half cob loaf will be available in Tesco, Waitrose and Asda in April and in Morrisons from May.

The Cheese Topped Rolls, hand-topped with mature cheddar cheese and batch-baked for softness, are available in Waitrose in April and in Morrisons from May.

The Premium Burger Buns, aimed at barbecue season, complete the Bakers Since 1886 range, and are available in Asda and Waitrose in April and in Morrisons from May.

Test approval

“The new loaves, rolls and burger buns are created using our extensive baking experience, great quality and taste,”​ said Nina Shanahan, head of marketing at Hovis.

“These new rolls and loaves have already received overwhelming approval from consumers through our taste test and we are very excited to get them to our customers.”

Hovis developments

In November 2020, Hovis was acquired by private equity firm Endless​ for an undisclosed sum. Endless reached agreement with former owners Gores Group and Premier Foods after fighting off competition from Italian firm Newlat Food.

In the following month, the brand revamped its Best of Both loaf with a new recipe and added vitamin D. The updated recipe, which included the removal of wheatgerm and the addition of wholemeal flour, replaced its predecessor on shelves in January 2021.

In the same month Hovis Best of Both committed to increasing its support for families living in food poverty by pledging an additional 250,000 loaves to charity FareShare​, matching its donation for 2020.

Hovis joined FareShare in October 2020. Both Hovis and FareShare, which is the UK’s longest running food redistribution charity, support the Marcus Rashford Child Poverty Taskforce.

Related topics: NPD, Bakery

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