Hovis has unveiled Farmhouse Batch, a new premium but affordable alternative to standard white sliced bread.
Baked using a traditional starter dough, Hovis Farmhouse Batch is available in 400g and 800g loaves, at an RSP of £1.25 and £1.65 respectively. It initially launches into selected Tesco stores ahead of a wider roll out.
The inclusion of a starter dough, which is allowed at least 24 hours to fully develop, helps to create a 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 flour-dusted crust, and is free from artificial preservatives.
The launch is supported with a multi-channel campaign that includes PR, retail media, shopper marketing and influencer activities.
Alistair Gaunt, Commercial Director at Hovis, commented: “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. 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.”
