Hovis has unveiled a new range of sliced sourdough loaves called ‘Just…3’ to meet demand for clean label bakery.
The range includes white and seeded variants, with the base bread recipe containing just three ingredients: wheat flour, water, and sea salt.
A 9% mixture of seeds in the seeded variety includes pumpkin seeds, sunflower seeds, millet, brown linseed, golden linseed, and poppy seeds. Both 650g loaves have been launched into Tesco today (9 November), priced at £2. They are said to be ideal for sandwiches or toasting with a “family-friendly flavour and soft texture”.
It marks the first NPD from Hovis since it was acquired by Allied Bakeries in July, and follows hot on the heels of a £4m relaunch of the bread brand’s ‘Strength Baked In’ TV campaign.
Hovis said research shows that consumers are increasingly seeking bakery goods made with simple, recognisable ingredients. Currently, most loaves with short ingredient lists are sourdough, it noted, and while consumers value its classic credentials, they also tell us that its distinctive tang, texture, and crust aren’t always right for every occasion – or for every member of the family.
“Just…3 is all about giving people choice,” commented Mark Brown, chief marketing officer at Hovis Bakeries. “We know that consumers are asking for shorter ingredients lists and Just…3 is our way of making this widely available by bringing together simplicity, great taste, and everyday convenience.
“As we embark on a new future at Hovis Bakeries Just…3 is a fantastic example of how we’re responding to changing consumer tastes, identifying opportunities for growth, and bringing meaningful innovation to the category,” Brown added.
Against the backdrop of the ultra-processed food (UPF) debate last year, M&S came out with its ‘Only… ingredients’ range which initially comprised a four-pack of white rolls made with five ingredients. Two new toasting loaves with four or six ingredients were introduced later.
Meanwhile, UK bakery manufacturers are continuing to pursue a slice of the supermarket wrapped sourdough market, where Geary’s Bakeries-owned Jason’s Sourdough has found such success in recent years.
Last month, Roberts Bakery rolled out a sliced white sourdough loaf under its new sub-brand, Frank Roberts. This follows market entries from Jacksons of Yorkshire and Wildfarmed over the summer.
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