Hovis is launching a small Sunflower & Pumpkin Seed loaf.

Rolling out this month, the new variant (rrp £0.95 per 400g) offers tasty, toasted sunflower and pumpkin seeds, providing consumers with the ultimate flavour and texture experience.

The seeds are used in the dough and as a topping for extra crunch, and the variant delivers a source of protein and is rich in fibre, as communicated on-pack.

Hovis Ltd  category controller Simon Hancock said: “At Hovis, we have a proud history of delivering high quality products and new propositions that are developed on robust insight. Small loaves are often bought incrementally (Truth qualitative research), allowing consumers to easily experiment without having to compromise the larger loaf for the family’s wider needs.

“We want to be continually innovating and sharing new news in the exciting bread with bits sector and this launch comes alongside our new Hovis Seed Sensations Chia Bread. To introduce the first of our new Special Edition small loaves marks an exciting new chapter for Hovis and means we can give consumers the chance to try new flavour combinations from a brand they can trust.”

Bread with bits continues to perform ahead of the bread category and Hovis is the number one brand within the sector (IRI).