Skip to content
Search
AI Powered
Latest Stories

Hovis unveils new farmhouse batch loaf for indies

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.

More for you

KP Snacks expands PMP portfolio with Space Raiders Saucy BBQ

KP Snacks expands PMP portfolio with Space Raiders Saucy BBQ

KP Snacks today announces the latest addition to its market-leading PMP range with the launch of Space Raiders Saucy BBQ £1.25 PMP. Available in stores from early November, the new launch combines the fastest-growing Space Raiders flavour with the strength of the £1.25 PMP format.

Capitalising on the growth of “barbecue” flavours, the new launch is well-positioned to engage shoppers and drive impulse sales, with 57% of impulse shoppers purchasing PMPs. The £1.25 PMP format is strong and KP Snacks’ £1.25 PMP portfolio is growing ahead of the segment at +5.2 per cent (vs +4.2 per cent), bolstering sales. By launching Space Raiders Saucy BBQ £1.25 PMP, KP Snacks is tapping into the strength of the segment and appealing to consumer demand for great value and clear pricing.

Keep ReadingShow less
Kick off the Premier League in-store with Guinness’s Community Grant

Kick off the Premier League in-store with Guinness’s Community Grant

Win £5,000 to donate to a local football initiative

Guinness is kicking off the Autumn with a new Premier League partnership. The four-year agreement will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer. The partnership comes with Guinness looking to tap into culturally relevant occasions throughout the year and engage with a wider audience, reminding shoppers that football is a lovely game for a Guinness.

To recognise the vital role retailers play within communities, Guinness is giving one lucky retailer the chance to win a prize of £5,000 to donate to a local football initiative. From investing in training, to upgrading sports equipment, or purchasing new football kit, the £5,000 prize will help to improve access and enjoyment of the game locally. To enter the competition, existing Diageo One retailers simply have to visit Diageo One and complete a short form. If not yet a Diageo One member, all other retailers can enter by clicking here, and filling out a short form with their details.

Keep ReadingShow less
Forest Feast owner acquires Indie Bay Snacks

Forest Feast owner acquires Indie Bay Snacks

Snack manufacturer Kestrel Foods has acquired Indie Bay Snacks from Nurture Brands. The brand will join Kestrel Foods' award-winning portfolio of Forest Feast, ACTI-SNACK and Just Live a Little, continuing its trajectory to become a leading player in the snacking category.

Indie Bay Snacks offers consumers tasty and healthier savoury snacks within the grocery, travel and DTC channels. Its pretzel thins are a lighter, fun way to enjoy pretzels, with 70 per cent less fat than crisps.

Keep ReadingShow less
Reviva to become official coffee partner of Williams Racing

Reviva to become official coffee partner of Williams Racing

Reviva – the vibrant coffee brand owned by Gulf – has announced it has signed a multi-year deal with the Williams Racing Formula 1 team.

The new partnership is a celebration of a shared commitment to high quality performance. Crafted exclusively from 100 per cent Arabica beans, Reviva’s balanced yet bold and vibrant taste makes it the perfect partner for the Williams Racing team, to keep them fuelled in the fast-paced world of motorsport.

Keep ReadingShow less
Swizzels launches first-ever Christmas-themed Squashies

Swizzels launches first-ever Christmas-themed Squashies

Sweet-maker Swizzels has unveiled brand-new limited-edition Naughty & Nice Squashies in time for Christmas.

Squashies continue to be the No.1 Sugar Confectionery brand in the market, which has prompted Swizzels to introduce its first-ever Christmas-themed Squashies to keep up with the increasing demand during the festive period.

Keep ReadingShow less