Hovis has launched two exciting new products: the ‘White Sourdough Cob’ and the ‘Seeded Sourdough Cob.’ These loaves, packaged in 450g units, will retail for £2.25 each.
Initially, these cobs will be available at Tesco and Morrisons starting this month, with plans to expand distribution to other grocery retailers in the near future.
To support this launch, Hovis is implementing a comprehensive marketing campaign. This strategy includes retail media, social media, public relations, digital promotions, and sampling events aimed at raising awareness and encouraging trial of the new products.
This launch directly addresses the increasing consumer demand for sourdough bread, a category now valued at over £170 million, according to NIQ, and experiencing substantial year-on-year growth of 56%.
Developed over the course of a year, the new cobs utilize Hovis’s signature starter dough, which undergoes a slow fermentation process lasting at least 24 hours. This method results in a thick, golden crust. Furthermore, the cobs are baked in smaller batches and hand-finished, enhancing their artisanal quality.
Regarding the launch, Hovis Chief Marketing Officer Mark Brown stated: “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.”
He added: “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.”
Currently, Hovis is owned by private equity firm Endless LLP, which recently agreed to sell the brand to Associated British Foods in a deal reportedly valued at around £70 million.
However, this transaction has captured the attention of the Competition and Markets Authority.