Hovis is introducing new Seed Sensations Chia Bread.

The launch comes at a time when products like chia seeds are at an all-time high with 41% of consumers saying they are more likely to buy bread with seeds in it, according to the brand.

Hovis teamed up with the world’s largest producers of sustainably farmed chia - The Chia Co - for the launch.

The brand’s market, strategy & planning director Chris Brough said: “One in five consumers have reported eating products like chia several times a week, and this is only set to increase further. Innovation is critical to the bread category and the partnership with The Chia Co comes at a perfect time to take advantage of this accelerating trend and launch Hovis Seed Sensations Chia Bread. Hovis has a real track record for success in bread with bits, the strongest performing segment in the bread category, with 32% of its sales from NPD being incremental to the category in the last 12 months.”

The Chia Co introduced chia seeds to the UK nearly three years ago and John Foss, founder of the company, explained that a study by Nutrition Business Journal estimated that chia will be a £449m category in Europe by 2020.

Foss said: “Chia products are set to explode on the UK market and we chose Hovis for our first big partnership because we share the same passion for quality and innovation. Hovis has a proud history of delivering high quality products. We, in turn, offer the reassurance of full traceability and the highest quality seeds that a brand like Hovis demands.”

Hovis Seed Sensations Chia Bread will be available as a 750g loaf in eye-catching, orange packaging (rrp £1.45). The launch will be supported with an integrated in-store, social media and bold PR campaign.