Hovis is looking to tap the burgeoning sourdough market with its first sourdough loaves – its first NPD since agreeing in the summer to be acquired by Allied Bakeries.
White Sourdough Cob and Seeded Sourdough Cob (rsp: £2.25/450g) are poised to roll out on 13 October. Both are made in small batches with minimal ingredients. They are sliced, hand-finished and sport a ‘made with our signature starter’ claim on pack. Shelf-life is seven days, in line with other sliced loaves.
The result of about a year’s planning and development, the new loaves promise “a deep and rich flavour” as well as “a light, waxy texture and thick golden crust”.
They provided “an accessible option to the one in four consumers looking for a change from traditional sliced bread”, said Hovis.
The launch came as the UK sourdough market was “booming”, the brand added. “The category is now valued at more than £170m with 26% category penetration, and it is seeing 56% year-on-year growth.”
Growth was “fuelled by evolving consumer preferences and attitudes to food”, Hovis said. “For many consumers, sourdough has evolved from an occasional weekend treat to something that is consumed across multiple occasions and throughout the week.”
While the brand’s portfolio includes lines with sourdough – such as the Signature White loaf – this is the first time it has featured fully sourdough bread.
White Sourdough Cob and Seeded Sourdough Cob will make their debut in Tesco, before rolling into Morrisons and smaller grocery retailers. The launch will be backed by the likes of influencer activity, pop-up sampling and brand partnerships.
“We’re thrilled to be expanding into a category which is experiencing such phenomenal growth,” said Mark Brown, chief marketing officer at Hovis. “We’re combining 130 years of baking experience and heritage with the highest-quality ingredients to meet the growing needs of consumers looking for genuine sourdough loaves with great taste and texture.
“Consumer reaction from taste tests has been fantastic, particularly when toasted or paired with toppings, which shows the cobs’ versatility and appeal.”
White Sourdough Cob and Seeded Sourdough presented “a significant opportunity to make sourdough more accessible to a wider range of shoppers, helping retailers to boost premium bread sales with an exciting new offering from a trusted household name,” Brown added.
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