Hovis debuts new Bakers Since 1886 range

UK bakery brand Hovis has unveiled a new range called Bakers Since 1886, featuring cob loaves, buns and rolls.

The new range includes two new half cob loaves in white and seeded variants, as well as Premium Burger Buns and Cheese Topped Rolls.

The half cob loaves have been baked using a 36-hour starter dough and contain no artificial preservatives. Cut into thick slices, the loaves are said to be ideal for the ultimate deli sandwich or toasties. Both products are available in Tesco, Waitrose and Asda in April and in Morrisons from May.

Meanwhile in time for BBQ season, the soft roll burger buns are available in Asda and Waitrose in April and in Morrisons from May. The rolls are topped with mature cheddar cheese and are available now in Waitrose and in Morrisons from May.

Nina Shanahan, head of marketing at Hovis, said: “We are excited to launch our Bakers Since 1886 range. The new loaves, rolls and burger buns are created using our extensive baking experience, great quality and taste. These new rolls and loaves have already received overwhelming approval from consumers through our taste test and we are very excited to get them to our customers.”

At the end of last year, Hovis was acquired by private equity firm Endless through its Fund IV.