Hovis unveils new farmhouse batch loaf for indies

Hovis has launched its new Farmhouse Batch; a deliciously distinctive white loaf designed to meet the growing shopper demand for even tastier, more premium alternatives to standard white sliced bread.

Following months of research and development, the new offering is designed to add value to the white bread category. With white bread still by far and away the most popular choice for consumers, many shoppers are prepared to pay a little more for great tasting alternatives to their standard white sliced loaves.

Research conducted with over 2,000 current bread buyers, revealed that shoppers are looking for inspiration and a premium alternative from standard, everyday white loaves - but with an accessible price point. Consumers love the idea of a domed top and flour finish, and with its deliciously “creamy” taste and super soft texture, Farmhouse Batch caters to this current demand in the market.

Baked using a traditional starter dough, Hovis Farmhouse Batch will be available in 400g and 800g loaves, at an RRP of £1.25 and £1.65 respectively.

The inclusion of a starter dough, which is allowed at least 24 hours to fully develop, helps to create the deliciously creamy taste and soft texture when the loaves are batch-baked. Featuring a deeper flavour than traditional white bread, the new recipe also offers generous thick slices, a flavoursome flour-dusted crust, and is free from artificial preservatives.

"Our new Hovis Farmhouse Batch is the culmination of months of consumer insight analysis, followed by recipe and product development work with our expert bakers and cross-functional teams,” said Alistair Gaunt, Commercial Director at Hovis. “We have worked diligently to ensure we’re offering shoppers a more premium yet accessible, everyday alternative when they may be looking for something different to the standard soft white loaves they know and love.

“The new launch aligns with our broader, longer term innovation ambition and further builds on the success of our artisan-inspired Half Cobs and Rustic Bloomers – popular products that have hugely driven the success of our artisan-inspired range with a growth of +18 per cent vs YA.”

The launch will be supported with a TTL campaign including, PR launch, Retail Media and shopper activation supported by a digital campaign which includes engaging content and recipe inspiration from key influencers to drive awareness and trial.

A selection of national convenience and independent stores will stock Hovis Farmhouse Batch – available now.