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British bakery brand Hovis has announced a new range of artisanal-inspired breads with the launch of its new Rustic Bloomers range. The move marks Hovis’ latest step into the premium, authentic bread market, as the brand aims to “redefine the essence of pre-packaged premium bread”. The Bakers Since 1886 Rustic Bloomers collection includes the Rustic White Bloomer, Rustic Seeded Bloomer and Rustic Granary Bloomer. Hovis says the bloomers promise “quality and authenticity, appealing to today's discerning consumers seeking unique, top-tier bakery selections”. The 550g loaves will be available in White and Seeded, with the seeded variety including sunflower seeds, poppy seeds, millet seeds and golden linseed for a rich, nutty finish. The Rustic Granary Bloomer features cut wheat and rye, providing an extra layer of flavour and texture. Developed using traditional sponge and dough methods and slow fermentation, the bloomer breads are said to offer enhanced flavour complexity and a soft texture. Differing from conventional bloomers, the rustic bloomers are baked in shallow trays, which helps yield a traditional tapered and rounded shape with thick slices, generous end crusts and four distinctive diagonal cuts, tapping into the artisanal-inspired experience. Claire Parlour, marketing director at Hovis, said: "At Hovis, our passion for preserving tradition while embracing innovation has led us to develop the Bakers Since 1886 Rustic Bloomers range. These loaves are more than just bread; they’re a testament to our dedication to delivering a truly authentic and more artisanal inspired experience. With each bite, consumers taste our heritage and commitment to excellence, making every meal a moment to savour.” She continued: “With the total pre-packaged bloomers subcategory now worth £49.5m and showing value growth of 11.6%, shopper demand for premium artisanal inspired products is rising. Through the launch of our Bakers Since 1886 Rustic Bloomers range, we’re directly tapping into this growing trend and providing retailers with the perfect products to drive sales in their stores.” The new bread range is available to purchase in major retailers now for a RRP of £1.90.