UK baking giant Hovis is tapping consumer demand for healthier bread with the launch of a three-strong Lower Carb range.

Available from 19 June, the range will be available across all major retailers and will comprise three variants including a 400g Soft & Tasty White loaf and 400g Tasty Wholemeal loaf, both priced at £1 a loaf. The third variant will be a 400g Deliciously Seeded loaf, priced at £1.10 a loaf.

Hovis said the new recipe will contain 30% less carbohydrates per 100g compared with other sliced white, wholemeal or seeded bread on the market, which typically contain around 45.8g for white, 39.1g for wholemeal and 38.9g for seeded.

Ed Milner, market strategy and planning director for Hovis, said the new range offers consumers lower carb alternatives to their original Hovis loaves.

“The new Lower Carb range aims to present a positive choice for consumers who are looking for an alternative to fulfil their balanced lifestyle,” Milner said.

According to research from Mintel, 31% of consumers cite carbs as a dominant reason to eat less bread. Hovis said the Lower Carb range will overcome this barrier and offer consumers the opportunity to re-engage with the category.

The launch will be supported with shopper, PR and social media marketing.