Hovis is extending its Bakers Since 1886 range into part-baked bread, with an initial range of three new ‘home bakes’ products.
The British bakery brand has significantly extended the shelf-life of the bread than its normal baguettes, as the Bakers Since 1886 range can be stored alongside other groceries and reduce the risk of food waste.
The Hovis Bakers Since 1886 range was launched in 2021 and already includes: 3 half cob loaves (white, seeded and granary), premium burger buns, premium hot dog rolls, cheese topped rolls, seeded deli rolls, crumpets, premium tea cakes and muffins.
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Baked in just ten minutes, Hovis says the part-baked loaves are “carefully prepared” and can be “finished off at home in the oven.”
Launching in time to accompany warm winter soups, the new bread loaf is available in all major retailers and contains no artificial preservatives.
With only 47% of shoppers currently buying bake at home bread, Hovis have identified a gap in the market to reach a wider audience and further grow the overall segment.
“We are thrilled to launch our new Hovis Bakers Since 1886 Home Bakes range, which has the potential to bring the sensorial delights associated with freshly baked bread into millions of UK households in just 10 minutes,” marketing director for Hovis, Claire Parlour said.
“This is an exciting new departure for our business and presents a great opportunity for our customers.
“As a trusted brand with expert bakery credentials Hovis is uniquely placed to step change the part-baked market, by encouraging shoppers to re-appraise the category and by delivering distinct and delicious products that we know consumers will love.”
The news comes as Hovis appoints former Muller CEO Jon Jenkins as chief executive officer.
