Hovis has lost significant distribution, with over 20 lines disappearing from shelves across the traditional big four in recent weeks.
Sainsbury’s appears to have delisted the most Hovis products, with 10 lines out of stock for two weeks or more, according to Assosia data [52 w/e 17 July 2025].
The delisted lines include Tasty Medium Sliced Wholemeal Bread 800g, Seed Sensations Sunflower & Pumpkin 800g, and Half Loaf Soft White Medium Bread 400g.
Six lines are absent from Asda, including Seeded Deli Rolls four-pack, English Muffins four-pack and Premium Teacakes four-pack.
Meanwhile, five products are missing from Morrisons, including Granary Cob 450g, Premium Burger Buns four-pack and Rustic Bloomer White 550g.
Only one product, Hovis 1886 Rustic Bloomer Sliced White Bread 550g, has been absent from Tesco for more than two weeks.
When approached by The Grocer, a spokeswoman for Hovis said: “We are aware of some adjustments to Hovis product lines in certain stores.
“We remain fully committed to working collaboratively with our retail partners to grow our mutual businesses.
“In fact, June marked a significant milestone for us, as we successfully launched seven new products, supported by a robust new marketing campaign designed to drive future growth.”
A spokeswoman for Sainsbury’s said: “We regularly review our product ranges and this is based on a number of different factors.
“Customers can choose from a variety of loaves of bread when shopping with us, including several options from Hovis.”
Morrisons also advised it had delisted a few lines, but it had also listed Hovis’ new Buttermilk and Cheese & Herb sub rolls (both rsp: £2/four-pack).
Tesco has also listed Hovis’ sub rolls, along with three new 800g loaves (rsp: £1.65): Farmhouse Batch Wholemeal with Oats, White n’ Fibre and Signature White.
Asda had not responded to requests as The Grocer went to press.
It comes after turnover at Hovis fell 8.6% to £446.8m in the 52 weeks to 28 September 2024, down from £489m in the previous 53-week financial period, according to accounts filed to Companies House earlier this month.
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