Hovis has this week launched a granary loaf to its Seed Sensations brand.

It can be found this week in Tesco ahead of a national rollout in September.

The Seed Sensations Soft Granary Batch (RSP £1.60) contains a blend of nine seeds and multigrain and is free from artificial preservatives.

Hovis estimates the bread will deliver 60% incremental sales to the £69m ‘bread with bits’ category’ [Kantar Worldpanel 52 w/e 25 May 2014].

The launch marks the second new product to market since splitting from parent company Premier Foods earlier this year. In April it launched sliced Taste Sensations in Basil Pesto, Fiery Sweet Red Pepper and Sundried Tomato flavours (RSP £1.49).