Hovis has launched a new Farmhouse Batch white loaf designed to meet the growing shopper demand for more premium options and add value to the category.
The brand pointed to research conducted with over 2,000 current bread buyers, which revealed that shoppers are looking for inspiration and a premium alternative to standard everyday white loaves – but with an accessible price point. Consumers noted they liked the domed top and flour finish, and its “creamy” taste and soft texture.
Baked using a traditional starter dough, Hovis Farmhouse Batch will be available in 400g and 800g loaves at an RRP of £1.25 and £1.65 respectively. It will launch in select Tesco stores this week before being sold by other retailers.
Alistair Gaunt, Commercial Director at Hovis, commented: “Our new Hovis Farmhouse Batch is 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 a more premium yet accessible, everyday alternative when they may be looking for something different to the standard soft white loaves they know and love.
“The new launch aligns with our broader, longer-term innovation ambition and further builds on the success of our artisan-inspired Half Cobs and Rustic Bloomers – popular products that have hugely driven the success of our artisan-inspired range with a growth of +18% vs YA.”
The launch will be supported by a TTL campaign, including PR, Retail Media and shopper activation, as well as digital activity.
