Hovis has entered the sourdough category for the first time with the launch of White Sourdough Cob and Seeded Sourdough Cob – available now in Tesco and Morrisons, with wider rollout to follow.
The UK sourdough market is now worth over £170m, with 26% category penetration and 56% year-on-year growth. Hovis said the launch responds directly to growing consumer demand for high-quality sourdough bread and aims to provide an accessible option for the one in four consumers seeking alternatives to traditional sliced bread.
Developed over the course of a year, the new cobs use Hovis’ signature starter dough, which is slowly fermented for at least 24 hours. The loaves are baked in small batches and hand-finished to deliver a thick, golden crust and strong flavour.
The launch is designed to encourage trade-up within the bakery aisle and attract new shoppers to the category. It will be supported by a marketing campaign including retail media, social media, PR, digital and sampling.
