Hovis has rolled out a host of premium subs and loaves inspired by foodservice trends in the face of falling sales.
Buttermilk and Cheese & Herb sub rolls will hit major retailers on 4 June in four-packs (rsp: £2).
A duo of protein variants – Buttermilk and Sunflower & Honey – will then launch into retailers on 9 June in two-packs (rsp: £1.40). Each roll provides 12g protein.
The range would offer shoppers “the chance to create and enjoy deli-style rolls in the comfort of their own home” with “more distinct flavour choices”, said Hovis.
They will be supported by £1m shopper activation, through which consumers will be able to scan QR codes for recipe inspiration.
Hovis has also added Farmhouse Batch Wholemeal with Oats, baked with a golden wholemeal starter dough; White n’ Fibre, a white loaf offering 3.8g fibre per 100g “compared to 2.5g seen in standard white breads”; and Signature White, a premium white bread with added sourdough.
All loaves are 800g, with an rsp of £1.65 each. Farmhouse Batch Wholemeal with Oats will hit shelves on 3 June, followed by White ‘n Fibre and Tesco-exclusive Signature White on 9 June.
The new products were developed to “add value to a range of bakery segments, encouraging trade-up to more premium options”, said Hovis.
“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,” said Hovis CMO Mark Brown.
“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.”
The innovation comes after Hovis value sales declined by 9.4% to £360.0m, on volumes down 7.0% in the year to 22 February 2025, according to NIQ data.
Hovis last week launched a masterbrand campaign, ‘Strength baked in’, spanning digital, social, PR and retail.
Featuring Hovis ghost signs, the campaign aimed to highlight the brand’s long-standing presence and connection to local communities.
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The entry deadline for The Grocer New Product & Packaging Awards is 9 June, so make sure to get your entries in. Visit this link to enter, buy tickets or enquire about sponsorship opportunities.
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