The new ‘White Sourdough Cob’ and ‘Seeded Sourdough Cob’ will be sold in 450g packs, with each loaf retailing at £2.25.
The cobs will initially be available in Tesco and Morrisons from this month, before rolling out in other grocery retailers moving forward.
Hovis is supporting the launch with a marketing campaign that encompasses retail media, social media, PR, digital and sampling designed to drive awareness and trial.
The brand said that the launch will help it directly address the growing consumer demand for sourdough bread, with the category now valued at more than £170 million according to NIQ and seeing 56% year-on-year growth.
The new products were developed for over a year and use the Hovis signature starter dough. The dough is slowly fermented for at least 24 hours, resulting in cobs that deliver a thick and golden crust. The cobs are then baked in smaller batch sizes and are hand-finished.
Commenting on the launch, Hovis chief marketing officer Mark Brown said: “We’re thrilled to be expanding into a category which is experiencing such phenomenal growth. We’re combining 130 years of baking experience and heritage with the highest quality ingredients to meet the growing needs of consumers looking for genuine sourdough loaves with great taste and texture. Consumer reaction from taste tests has been fantastic, particularly when toasted or paired with toppings, which shows the cobs’ versatility and appeal.”
“The launch presents a significant opportunity to make sourdough more accessible to a wider range of shoppers, helping retailers to boost premium bread sales with an exciting new offering from a trusted household name.”
Hovis is currently owned by private equity firm Endless LLP, which in August reached an agreement with Associated British Foods to sell the brand in a deal reportedly worth around £70 million.
The deal has though attracted the interest of the Competition and Markets Authority.
