Hovis has announced another move into the realm of artisanal-inspired bread with the launch of the Bakers Since 1886 Rustic Bloomers range.
The brand stated that the new range “marks another step in Hovis’ journey towards providing premium, authentic loaves that redefine the essence of pre-packaged premium bread”.
Rolling out this week with an MRSP of £1.90, the Bakers Since 1886 Rustic Bloomers collection includes a Rustic White Bloomer, Rustic Seeded Bloomer, and Rustic Granary Bloomer.
Developed using traditional sponge and dough methods, and slow fermentation, the bloomer breads are claimed to offer enhanced flavour complexity and a soft texture. Unlike conventional bloomers available on the market, Hovis’ 1886 Rustic Bloomers are baked in shallow trays, helping to yield a traditional tapered and rounded shape with thick slices, generous end crusts and four distinctive diagonal cuts for an artisanal-inspired experience.
Claire Parlour, Marketing Director at Hovis, commented: “At Hovis, our passion for preserving tradition while embracing innovation has led us to develop the Bakers Since 1886 Rustic Bloomers range. These loaves are more than just bread; they’re a testament to our dedication to delivering a truly authentic and more artisanal-inspired experience. With each bite, consumers taste our heritage and commitment to excellence, making every meal a moment to savour.
“With the total pre-packaged bloomers subcategory now worth £49.5m and showing value growth of 11.6%, shopper demand for premium artisanal inspired products is rising. Through the launch of our Bakers Since 1886 Rustic Bloomers range, we’re directly tapping into this growing trend and providing retailers with the perfect products to drive sales in their stores.”
