Hovis has introduced ‘Just…3’, a new range of sliced sourdough bread developed for shoppers looking for clean-label bakery products.
The launch comprises white and seeded loaves. The core recipe contains only wheat flour, water and sea salt, giving the range a short, recognisable ingredient list in line with current food and drink consumer trends.
The seeded loaf contains 9% seeds, including pumpkin, sunflower, millet, brown linseed, golden linseed and poppy seeds. Both products are available in 650g formats and have entered Tesco stores today (9 November), with a recommended price of £2. Hovis says the loaves are suitable for sandwiches and toast, offering a “family-friendly flavour and soft texture”.
‘Just…3’ represents Hovis’ first new product development since Allied Bakeries acquired the business in July. The launch also follows the £4m return of the brand’s ‘Strength Baked In’ TV campaign.
According to Hovis research, shoppers are showing greater interest in bakery products made with straightforward, familiar ingredients. Although sourdough currently dominates the category of loaves with shorter ingredient declarations, the company said consumers appreciate its traditional appeal while recognising that its pronounced flavour, crust and texture may not suit every eating occasion or household member.
“Just…3 is all about giving people choice,” commented Mark Brown, chief marketing officer at Hovis Bakeries. “We know that consumers are asking for shorter ingredients lists and Just…3 is our way of making this widely available by bringing together simplicity, great taste, and everyday convenience.
“As we embark on a new future at Hovis Bakeries Just…3 is a fantastic example of how we’re responding to changing consumer tastes, identifying opportunities for growth, and bringing meaningful innovation to the category,” Brown added.
The launch arrives as manufacturers respond to the continuing debate around ultra-processed food. Last year, M&S introduced its ‘Only… ingredients’ range, beginning with a four-pack of white rolls made from five ingredients. The retailer subsequently expanded the offer with two toasting loaves containing four and six ingredients respectively.
At the same time, UK bakery producers continue to target the supermarket wrapped sourdough segment. Geary’s Bakeries-owned Jason’s Sourdough has built significant momentum in the category, highlighting the commercial potential of premium everyday bread.
Roberts Bakery entered the latest phase of this competition last month by launching a sliced white sourdough loaf through its Frank Roberts sub-brand. The move followed summer launches from Jacksons of Yorkshire and Wildfarmed.
These developments reflect wider food and beverage industry trends, including demand for transparent formulations, accessible premium products and practical innovations in food and drink packaging. They also demonstrate how food manufacturing trends and food processing technology are supporting simpler product propositions without sacrificing convenience or appeal.
As competition intensifies, food distribution trends, food and drink industry innovation, food and drink sustainability, food and drink regulations and food and drink marketing will continue to influence how brands position sourdough and other staple bakery products for mainstream shoppers.
