Hovis®, the iconic 135-year-old, well-loved British bakery brand, is proud to announce an exciting partnership with one of the UK’s most-admired chefs, Tom Kerridge, as it launches its new Bakers Since 1886™ range.

The delicious new variants include two tasty flavours of expertly created half cob loaves, as well as Premium Burger Buns and tasty mature cheddar Cheese Topped Rolls. The new half cob loaves have been baked using a 36 hour starter dough for delicious flavour and contain no artificial preservatives. The loaves are cut into thick slices, making them perfect for the ultimate deli sandwich or delicious toastie. Offering White and Seeded variants, the new loaves will be available in Tesco and Asda in April and in Waitrose and Morrisons from May.

Just in time for the BBQ season, the Premium Burger Buns have been designed with the ultimate burger in mind. The soft buns have been created using Hovis expertise, meaning they stay perfect to the last bite, providing the ideal partner for your burger of choice. Available in Asda and Waitrose in April and in Morrisons from May.

Completing the range, the Cheese Topped Rolls have been hand topped with mature cheddar cheese for a rich and creamy flavour. Baked in batches for the ultimate softness, these delicious rolls are perfect served with your favourite soup or simply warmed with butter. Available in Waitrose in April and in Morrisons from May.

Tom will partner with Hovis to help celebrate the new Bakers Since 1886™ range launch in a number of different ways – from showcasing the tasty Premium Burger Buns in a national alfresco dining roadshow, to encouraging the nation to bring back the beloved toastie using the brand’s delicious new loaves.

What’s more, Tom and his team of executive chefs have selected the Premium Burger Buns to supply The Butcher’s Tap & Grill in Marlow, his premium butcher and grill restaurant. Diners can enjoy the tasty buns at the esteemed eatery from mid-April for takeaway, before The Butcher’s Tap & Grill opens for full restaurant dining from 17th May* – a true testament to the quality and taste of the new range.

Kicking off the campaign, the renowned British chef is set to star in Hovis’ new TV advertisement to support the launch of the range, appearing on screens across the country from mid-May.

Tom will also be taking his mouth-watering creations using the Premium Burger Buns on the road with The Alfresco Theatre – an incredible drive-in experience comprising live shows, feel-good movies and delicious food from some of the UK’s top chefs. From April to June*, attendees across the nation can head to Tunbridge Wells (28 Apr–3 May), Bath (6-9 May), Henley & Marlow (12-16 May), Warwick (19-23 May), St Albans (2-6 June) and West London (9-13 June) to sample Tom’s delectable offerings, made with Hovis’ new Bakers Since 1886™ range.

Driving the shared passion and enthusiasm for great food, Hovis is also proud to sponsor ‘The Pirate Ship’, a new podcast collaboration between Tom Kerridge and radio, podcast and TV presenter Chris Stark – where weekly celebrity guests and plenty of audience participation will see amazing food and drink put at the heart of every episode.

Tapping into the nation’s love of a great sandwich, Tom and Chris will invite weekly listeners to send in their weird and wonderful toasted sandwich recipes. Tom will also inspire the nation to get creative with the humble toastie, recreating his favourite masterpieces in his kitchen using Hovis’ new loaves as he and Chris ‘Raise a Hovis Toastie’. The Pirate Ship with Tom Kerridge and Chris Stark will be available in May via all major podcast platforms as well as www.tomkerridge.com.


Nina Shanahan, Head of Marketing for Hovis® commented:

“We are thrilled to be partnering with Tom Kerridge. He shares our love and passion for amazing food, so it’s a perfect pairing. To have a renowned British chef choose Hovis Premium Burger Buns for their restaurant is a huge honour and it’s testament to the incredible taste and quality of the new range. This is the beginning of a new journey for Hovis and to share such an exciting launch with the nation and a Great British icon like Tom is an absolute dream come true.”


Tom Kerridge commented:

“For me Hovis is an iconic British brand that I have loved for years so having this association with them and the opportunity to work on these campaigns is truly exciting.  There is real synergy between us and I appreciate their attitude, enthusiasm and it’s an honour to be part of the launch of the new Bakers Since 1886™ range”.


*Subject to COVID restrictions