Hovis has launched a three-ingredient sourdough range in response to demand for “bakery goods made with simple, recognisable ingredients”.
The Just…3 range is made using only flour, water and sea salt. White and Seeded loaves have launched exclusively in Tesco stores (rsp: £2/650g).
Recognising the “distinctive tang, texture, and crust,” of most sourdough loaves was not “always right for every occasion,” Hovis said it had developed Just…3 to have a “family-friendly flavour and soft texture,” in a “versatile loaf format”.
“”Just…3 is all about giving people choice,” said Mark Brown, chief marketing officer at Hovis Bakeries. “We know that consumers are asking for shorter ingredients lists and Just…3 is our way of making this widely available by bringing together simplicity, great taste, and everyday convenience.”
The launch is a first for Hovis Bakeries since the business was acquired by Allied Bakeries in July. It will be supported by a wider £4m push for the brand running across TV, video on demand, YouTube, out of home, radio, and social media.
“As we embark on a new future at Hovis Bakeries, Just…3 is a fantastic example of how we’re responding to changing consumer tastes, identifying opportunities for growth, and bringing meaningful innovation to the category,” Brown added.
It comes as shoppers eschew traditional white bread in favour of sourdough and other speciality loaves over concerns about ultra-processed foods.
Jason’s Sourdough, for example, has rocketed in popularity to become the UK’s third-largest bread brand in supermarkets after leapfrogging Hovis in 2025. Its sales are up 110% to £116.5m [NIQ 52 w/e 21 February 2026].
The shift has prompted rivals to bolster their own sourdough offerings. Hovis launched its first sourdough range – comprising White Sourdough Cob and Seeded Sourdough Cob – last October.
Similarly, Warburtons launched its Our Dough lineup “made with a gentle sourdough flavour” and featuring sliced white and wholegrain loaves in June 2025.
No comments yet