Hovis is set to grow the burgeoning sourdough category with the launch of its first-ever sourdough products: White Sourdough Cob and Seeded Sourdough Cob. Directly addressing the growing consumer demand for high-quality sourdough bread, the launch provides an accessible option to the one in four consumers looking for a change from traditional sliced bread.
The UK sourdough market is booming – the category is now valued at more than £170 million with 26 per cent category penetration, and it is seeing 56 per cent year-on-year growth. This surge is fuelled by evolving consumer preferences and attitudes to food. For many consumers, sourdough has evolved from an occasional weekend treat to something that is consumed across multiple occasions and throughout the week.
The new Hovis Sourdough Cobs are perfectly positioned to capitalise on this trend while encouraging trade-up within the bakery aisle, offering greater consumer choice as well as driving broader appeal for sourdough and attracting new shoppers to the category.
The new products were developed for over a year and use the Hovis signature starter dough. The dough is slowly fermented for at least 24 hours, resulting in cobs that deliver a thick, golden crust and great flavour. The cobs are baked in smaller batch sizes and are hand-finished.
"We’re thrilled to be expanding into a category which is experiencing such phenomenal growth," said Mark Brown, Chief Marketing Officer at Hovis. "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.
“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.”