Hovis is looking to grow a burgeoning category with the launch of its first-ever sourdough products – a White Sourdough Cob and Seeded Sourdough Cob.
Directly addressing what Hovis calls a growing consumer demand for high quality sourdough bread, the launch provides an accessible option into the category.
Hovis says the surge in sourdough demand is fuelled by evolving consumer preferences and attitudes to food. For many consumers, sourdough has evolved from an occasional weekend treat to something that is consumed across multiple occasions.
The new products were developed for over a year and use the Hovis signature starter dough, slowly fermented for at least 24 hours, resulting in cobs that deliver a thick, golden crust and great flavour. The cobs are baked in smaller batch sizes and are hand-finished.
Mark Brown, chief marketing officer, said: “We’re thrilled to be expanding into a category which is experiencing such phenomenal growth. 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.”
“The launch presents 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.”
The launch will be supported by a comprehensive marketing campaign, encompassing retail media, social media, PR, a digital campaign and sampling designed to drive awareness and trial.
Both of the 450g loaves have an RRP of £2.25.
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