Premier Foods is launching a trio of wholegrain flours via its McDougalls and Hovis brands.
McDougalls 30% Wholegrain flour – available in plain and self-raising variants – tasted and baked “just like white flour, while also containing almost twice the fibre content”, Premier Foods said.
Hovis Best of Both Bread Flour, meanwhile, provided “a rich source of fibre and calcium for added health benefits” and offered “mass appeal from a well-recognised, signpost brand known for its bread credentials”.
All three products will roll into retailers this month (rsp: £2.50/1kg).
There had been “a massive move to healthier options in other categories”, but there was still “a huge opportunity for home baking ingredients” that was “yet to be unlocked”, said Premier Foods.
The new launches would “allow bakers the opportunity to make a simple, healthier swap and create category growth by making healthier baking more accessible and easier”, it added.
It comes after a spate of rival brands launched alternative flours last year in a bid to tap the home baking boom.
Doves Farm, for instance, added a new organic specialty flour range; and Mornflake launched a trio of oat-based flours.
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