Hovis has debuted two new added value wrapped loaves in a bid to capitalise on the growing market for premium bread products.

The brand’s Seeded Batch and sourdough White Bloomer went on sale in Morrisons and Ocado on Tuesday (24 September).

It comes as volume sales of bread with seeds and grains and premium white breads have increased by 10% and 4% respectively in the year to 8 September, according to Nielsen EPoS.

The new Hovis Seeded Batch was developed to build on the success of the brand’s Seed Sensations Seven Seeds loaf, which has seen unit sales soar by 57% over the past three years [Nielsen EPoS, 4 w/e 8 September 2018].

It will offer a “richer taste”, with the 400g (rsp: £1) and 800g (rsp: £1.65) variants each containing a seed blend made up of 64% toasted sunflowers making the seed texture “bigger and crunchier” than Seed Sensations.

Meanwhile, its White Bloomer (rsp: £1.45/800g) was baked with a 72-hour fermented traditional sourdough to create a “unique depth of flavour and character”, said Hovis.

“Our continued investment into product development and the launch of our new Seeded Batch and White Bloomer loaves will drive our competitive advantage within the market and capitalise on consumer demand,” said senior brand manager Hannah Vose.

“Our innovation team consistently creates products that delight our consumers and as a result we have seen strong value and unit performance.”