Hovis has added a granary loaf to its Seed Sensations brand.

Launching this week in Tesco ahead of a national rollout in September, Seed Sensations Soft Granary Batch contains a blend of nine seeds and multigrain and is free from artificial preservatives (rsp: £1.60).

Hovis - spun off from Premier Foods this year - estimated the bread would deliver 60% incremental sales to the £69m ‘bread with bits’ category [Kantar Worldpanel 52 w/e 25 May 2014].