With its Hovis Seed Sensations Chia Bread, Hovis has become the first major bread brand to launch chia bread in the UK.  

Hovis has teamed up with The Chia Co, the world’s largest producers of sustainably farmed chia, to introduce Hovis Seed Sensations Chia Bread. 41% of consumers recently said they are more likely to buy bread with seeds in it.

Chris Brough, director of market, strategy & planning for Hovis, said: “One in five consumers have reported eating products like chia several times a week, and this is only set to increase further. 

“Innovation is critical to the bread category and the partnership with The Chia Co comes at a perfect time to take advantage of this accelerating trend and launch Hovis Seed Sensations Chia Bread.”

Hovis Seed Sensations Chia Bread will be available as a 750g loaf with a MRSP of £1.45. The launch will be supported with an integrated in-store, social media and PR campaign.

Chia is a member of the mint family from Mexico and South America. The flowering plant can sprout in a matter of days, but chia’s appeal is in the nutritional punch of its tiny seeds.

With more omega-3 fatty acids than salmon, a wealth of antioxidants and minerals, a complete source of protein and more fibre than flax seed, the seeds have long been lauded for their health benefits.

In the UK, the seeds were only originally allowed for sale as a bread ingredient. But in 2012, chia seeds were allowed to be sold in a wide variety of products for the first time, including baked goods, breakfast cereals, and nut and seed mixes.

In 2016, companies were approaching the Food Standards Agency to consider the approval of chia seeds for use in the European Union.