Bread brand Hovis is set to launch its latest string of innovations – food culture-inspired Sub Rolls and three new loaves (White n’ Fibre, Signature White, and Farmhouse Batch Wholemeal with Oats).
Arriving on shelves from June, the new products aim to add value to a range of bakery segments, encouraging trade up to more premium options.
The launch of Hovis Sub Rolls sees the bread brand increase the breadth of its product range, ramping up its presence in the sandwich alternatives space with a new design and range of flavours. Influenced by the re-emergence trend of out-of-home sandwiches, Hovis Sub Rolls gives shoppers the chance to create deli-style rolls at home.
Hovis Sub Rolls will be launching in several variants, including Buttermilk and Cheese & Herb. In addition, Buttermilk Protein Sub Rolls and Sunflower & Honey Protein Sub Rolls will be available for consumers wanting to add more protein to their diets. The Protein Sub Rolls will contain 12g of protein per roll.
The launch of the Sub Rolls will be supported by £1m shopper activation, where consumers will be able to scan QR codes to provide instant recipe inspiration to create at home.
Meanwhile, the new loaves being added to the Hovis portfolio include White n’ Fibre, which has 50% more fibre than other white loaves (3.8g fibre per 100g compared to 2.5g seen in standard white breads).
Hovis has also launched Farmhouse Batch Wholemeal with Oats, which is designed to provide a premium wholemeal loaf option at an accessible price point.
Developed exclusively with Tesco, the Signature White loaf is a premium white bread with added sourdough for a richer taste, aimed at elevating the white bread category.
Mark Brown, Chief Marketing Officer at Hovis, commented: “We’re excited to launch a series of new products to the category, which are the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams.
“We have worked diligently to ensure we’re offering shoppers premium yet accessible, everyday options that will tap into different meal occasions and provide the consumer with something different from a brand they know and love.”
Hovis Sub Rolls (x4 pack) will be available from 4th June, with the 2-pack protein alternative launching on 9th June. Hovis Farmhouse Batch Wholemeal launches on 3rd June, with Hovis White n’ Fibre arriving on 9th June. Hovis Signature will launch exclusively in Tesco on 9th June.
