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Bakery brand Hovis has launched its first sourdough products – White Sourdough Cob and Seeded Sourdough Cob – as it looks to capitalise on growing consumer demand for premium bread.

The sourdough market in the UK is now worth more than £170 million, with 26% penetration and 56% year-on-year growth, according to Hovis. The company said the new range responds to consumer demand for high-quality bread, with one in four shoppers seeking an alternative to traditional sliced loaves.

Developed over 12 months, the cobs are made using the brand’s starter dough and fermented for at least 24 hours. They are baked in smaller batches and hand-finished to deliver a thick crust and distinctive flavour.

Mark Brown, chief marketing officer at Hovis, commented: "We’re thrilled to be expanding into a category which is experiencing such phenomenal growth. 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.”

The White Sourdough Cob and Seeded Sourdough Cob is available in Tesco and Morrisons from this month, ahead of a wider roll-out.