Hovis is hoping to break into the par-baked sector with a new range of rolls and bloomers. Launching in early September, the par-bake white bloomer, granary bloomer, white rolls, and granary rolls will also be sold under a new name Hovis Homebake.

Hovis said research has shown that 60% of households do not currently buy par-baked products, mainly due to a lack of awareness, and those that do only purchase six times a year.

"As the first major bread brand to step into the market, we believe we can double the value of this sector by meeting consumer demand through our new range," said category controller for Hovis Ian Harris. "Unlike plant bread, the £67m ambient par-bake market is often bought as an incremental purchase. By simply getting current buyers to buy it once a month versus once every two months, we’d be adding £67m to the sector."

The whole range has been developed in line with existing Hovis bread recipes, and the firm also believes that, as Granary dominates the malted wheat market and outperforms wholemeal within in-store bakery, it is well-placed to meet consumer demand for healthier and tastier products.