Hovis Bakes up a Buzz with Series of New Innovation

Hovis Bakes up a Buzz with Series of New Innovation

Iconic bread brand Hovis is set to unveil its latest string of innovations with new food culture-inspired Sub Rolls and three new loaves, White n’ Fibre, Signature White and Farmhouse Batch Wholemeal with Oats, arriving on shelves from June. The new products will aim to add value to a range of bakery segments, encouraging trade up to more premium options. 

The launch of Hovis Sub Rolls sees the bread brand increase the breadth of its product range, ramping up its presence in the sandwich alternatives space with a new design and range of delicious flavours. Influenced by the re-emergence trend of out of home sandwiches, Hovis Sub Rolls gives shoppers the chance to create and enjoy deli style rolls in the comfort of their own home, an important benefit with a rise in consumers working from home due to hybrid working. In the last 12 months, there have been 3.8 million online searches that include the word ‘sandwich’ which represents an increase of 15%.¹

Hovis Sub Rolls will be launching in two variants including Buttermilk and Cheese & Herb. In addition, Buttermilk Protein Sub Rolls and Sunflower & Honey Protein Sub Rolls will also be launching for consumers wanting to add more protein into their diets. Protein Sub Rolls will contain 12g protein per roll.

The innovative launches provide more distinct flavour choices in a sector where standard bread rolls are the norm. With the sandwich alternatives segment experiencing a significant 3.9% year-on-year value growth², driven by demand for more exciting and portable options, Hovis is providing consumers with the inspiration they’re looking for to create perfect out-of-home style lunches.

The launch of the Sub Rolls will be supported by £1m shopper activation where consumers will be able to scan QR codes to provide instant recipe inspiration to create at home.

Also, this summer and new to the Hovis portfolio is: 

White n’ Fibre

White bread remains popular amongst consumers however with 23% of consumers stating that fibre is important to them when looking for healthy foods³, Hovis is launching White ‘n Fibre loaf, a delicious white loaf with 50% more fibre than other white loaves and also is a source of Vitamin D. The new product helps people meet their daily fibre needs without sacrificing their favourite bread type, offering 3.8g fibre per 100g compared to 2.5g seen in standard white breads.

Farmhouse Batch Wholemeal with Oats

Following on from the successful launch of the Hovis Farmhouse Batch White in October 2024, which achieved the highest level of sales over its first 12 weeks in market⁴, Hovis has launched Farmhouse Batch Wholemeal with Oats. Baked with a golden wholemeal starter dough, Hovis Farmhouse Batch Wholemeal with Oats is designed to add value to the wholemeal bread category, providing a great tasting and premium wholemeal loaf option, at an accessible price point. 

Signature White

Tapping into the rise in sourdough popularity, Hovis has introduced its new Signature White loaf—a premium white bread with added sourdough for a richer taste experience. Developed exclusively with Tesco, Signature White elevates the white bread category with its light, airy texture, mellow flavour, and golden crust, created to appeal to the whole family.

Mark Brown, Chief Marketing Officer at Hovis comments: “We’re excited to launch a series of new products to the category which are the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams. 

“We have worked diligently to ensure we’re offering shoppers premium yet accessible, everyday options that will tap into different meal occasions and provide the consumer with something different from a brand they know and love.”

Hovis® Sub Rolls (x4 pack) will be available from 4^th June, with the 2-pack protein alternative launching on 9^th June. While, Hovis® Farmhouse Batch Wholemeal launches on 3^rd June, with Hovis® White ‘n Fibre launch arriving on 9^th June and Hovis® Signature launching exclusively with Tesco on 9^th June.

¹ Data from Semrush

² Nielsen NIQ

³ Mintel research in March 2025

⁴ NIQ Scantrack, NPD in pre-packaged sliced bread, value sales, based on first 12 weeks in market