Hovis’ special-edition loaf, which launches this month, has a seeded dough for extra crunch, is a source of protein and is rich in fibre. 

Sunflower and pumpkin seeds are included in the new variant, and the 400g loaf will retail for £0.95.

Simon Hancock, category controller at Hovis, said: “Small loaves are often bought incrementally, allowing consumers to easily experiment without having to compromise the larger loaf for the family’s wider needs. We want to be continually innovating and sharing new news in the exciting ‘bread with bits’ sector.”

He added that this launch came as a follow-up to that of the recent Hovis Seed Sensations Chia Bread; last month Hovis became the first major bread brand to launch chia bread in the UK.   

“To introduce the first of our new special-edition small loaves marks an exciting new chapter for Hovis and means we can give consumers the chance to try new flavour combinations from a brand they can trust.”