Hovis has unveiled a raft of new additions to its range.
Arriving on shelves from this month (June), the new lines are designed to add value to a range of bakery segments, encouraging trade up to more premium options.
It is launching a Sub Rolls range, that comes in two variants - Buttermilk and Cheese & Herb.
There will also be Buttermilk Protein Sub Rolls and Sunflower & Honey Protein Sub Rolls, which contain 12g protein per roll. The launch of the Sub Rolls range will be supported by £1m shopper activation where consumers will be able to scan QR codes to provide instant recipe inspiration to create at home.
The Hovis Sub Rolls launch a part of the brand seeking to ramp up its presence in the sandwich alternatives space. Its aim is to give shoppers the chance to create and enjoy deli style rolls in the comfort of their own home, an important benefit with a rise in consumers working from home due to hybrid working. In the last 12 months, there have been 3.8 million online searches that include the word ‘sandwich’ which represents an increase of 15% (Semrush).
Also being added to the Hovis range is White n’ Fibre, which is a white loaf with 50% more fibre than other white loaves and is a source of Vitamin D; Farmhouse Batch Wholemeal with Oats which is baked with a golden wholemeal starter dough and Signature White, a premium white bread with added sourdough.
Chief marketing officer at Hovis Mark Brown said: “We’re excited to launch a series of new products to the category which are the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams.”
“We have worked diligently to ensure we’re offering shoppers premium yet accessible, everyday options that will tap into different meal occasions and provide the consumer with something different from a brand they know and love.”
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