Hovis has launched its first-ever sourdough products: White Sourdough Cob and Seeded Sourdough Cob.
Addressing the growing consumer demand for high-quality sourdough bread, the brand noted that its new range aims to provide an accessible option to the one in four consumers looking for a change from traditional sliced bread.
The UK sourdough category is now valued at more than £170m, with 26% category penetration and 56% year-on-year growth. This surge is being fuelled by evolving consumer preferences and attitudes to food. Hovis stated that its Sourdough Cobs are positioned to capitalise on this trend while encouraging trade-up within the bakery aisle.
Mark Brown, Chief Marketing Officer at Hovis, commented: “We’re thrilled to be expanding into a category which is experiencing such phenomenal growth. We’re combining 130 years of baking experience and heritage with the highest quality ingredients to meet the growing needs of consumers looking for genuine sourdough loaves with great taste and texture. Consumer reaction from taste tests has been fantastic, particularly when toasted or paired with toppings, which shows the cobs’ versatility and appeal.
“The launch presents a significant opportunity to make sourdough more accessible to a wider range of shoppers, helping retailers to boost premium bread sales with an exciting new offering from a trusted household name.”
The launch will be supported by a marketing campaign, encompassing retail media, social media, PR, digital, and sampling.
Hovis White Sourdough Cob and Seeded Sourdough Cob will be available this month in Tesco and Morrisons before rolling out to other retailers.
