Hovis launched a new sliced sourdough range in Tesco, targeting shoppers seeking bread made with simpler, more recognisable ingredients.

The Just…3 range launched on November 9 in white and seeded varieties, priced at £2 for a 650g loaf. Tesco has initial exclusivity.

Both products use a base recipe of wheat flour, water and sea salt. The seeded version also contains a nine per cent blend of pumpkin seeds, sunflower seeds, millet, brown linseed, golden linseed and poppy seeds.

The flour is fortified with calcium, folic acid, iron, niacin and thiamin, according to Tesco’s product information.

Hovis developed the loaves with a milder flavour and softer texture for everyday uses such as sandwiches and toast.

The brand said shoppers wanted shorter ingredient lists, but traditional sourdough’s tang, crust and texture did not suit every occasion or household.

Hovis Bakeries chief marketing officer Mark Brown said: “Just…3 is all about giving people choice.”

He said the launch aimed to make simpler recipes more widely available while maintaining taste and convenience.

The range marks Hovis’ first product launch since its acquisition by Allied Bakeries in July.

It follows a £4 million investment in the brand, with advertising running across TV, video on demand, YouTube, outdoor, radio and social media from September to December.

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