Hovis Home Bakes White Baguettes in packaging

Source: Hovis

Hovis has extended its Bakers Since 1886 range with a trio of part-baked bread.

The range, which is available in all major retailers, includes rustic white and seeded rolls and white baguettes which are sold part-baked and can be finished off by consumers with 10 minutes in the oven. They have significantly longer shelf life than regular rolls and baguettes, Hovis said, and can help reduce the risk of food waste in the home.

The Home Bakes range has been specially created to deliver a crisp crust and soft texture inside, bringing the aroma and flavour that consumers associate with ‘bakery fresh’ bread straight from the oven, the brand added.

With only 47% of shoppers currently buying bake at home bread Hovis believes there is a real gap in the market and significant opportunity for it to reach a wider audience and further grow the overall segment.

“This is an exciting new departure for our business and presents a great opportunity for our customers,” said Claire Parlour, marketing director for Hovis.

“As a trusted brand with expert bakery credentials Hovis is uniquely placed to step change the part-baked market, by encouraging shoppers to re-appraise the category and by delivering distinct and delicious products that we know consumers will love.”

Hovis first unveiled its premium Bakers Since 1886 range in 2021. It now includes three half cob loaves (white, seeded and granary), premium burger buns, premium hot dog rolls, cheese topped rolls, seeded deli rolls, crumpets, premium tea cakes and muffins. After launch, Hovis hired celebrity chef Tom Kerridge as the face of the brand. Kerridge appeared in TV adverts to support the launch and used the burger buns at his restaurant The Butcher’s Tap & Grill in Marlow.