Hovis has extended its Seed Sensations range to include an 800g soft granary batch (rrp £1.60).

The new loaf is supported by a £1.5m campaign that includes outdoor, digital and in-store activity.

Marketing manager Richard McQuillan said: “At Hovis we have identified an opportunity for soft granary batch to deliver 60% incremental sales to the growing ‘bread with bits’ category which is currently worth £69m (Kantar). Shoppers are constantly looking for new ways to eat healthier and increasingly want to see interesting new bakery variants on shelf, particularly if they are backed by reliable quality from trusted brands.”