Hovis® adds two new loaves to its growing premium bread range

132-year-old British baker Hovis® launches Seeded Batch and White Bloomer loaves to meet growing consumer demand for premium bread

Hovis®, the iconic 132-year-old, well-loved British bakery brand, has announced the launch of two new loaves, Seeded Batch and White Bloomer, to cater for the growing premium bread market.

Hovis® Seeded Batch aims to build on Hovis’® success within the seeds and grain category and meet consumer demand for premium bread alternatives. The loaf will provide a richer taste with bigger and crunchier seeds, 64% of the seed blend being toasted sunflower seeds, and deliver a softer texture through its batch bake. It will be available in 800g and 400g pack sizes.

Hovis® White Bloomer has been developed to cater to white bread consumers who are looking for something extra special. It is baked with a traditional sourdough which has been slowly fermented for 72 hours to create a unique depth of flavour and character.

These new products illustrate Hovis’® commitment to innovation and desire to exceed consumer expectations in every format and taste profile. Hovis® is focused on investing in its core bakery lines and has recognised that the premium sector is driving growth in the bread market as consumers are increasingly trading up within the category.