Hovis is launching its first sourdough products, a White Sourdough Cob and Seeded Sourdough Cob, marking the brand's entry into a category now worth over £170 million in the UK market.

The move comes as sourdough continues its rapid expansion, posting 56% year-on-year growth and reaching 26% category penetration. Consumer research indicates that one in four shoppers are actively seeking alternatives to traditional sliced bread, whilst sourdough has shifted from occasional purchase to regular weekday consumption for many households.

Production specifications

Development of the new range took over a year. The cobs use Hovis's signature starter dough, which undergoes slow fermentation for a minimum of 24 hours. Production involves smaller batch sizes with hand-finishing techniques. The process yields loaves with a thick, golden crust characteristic of traditional sourdough baking.

Both variants weigh 450g and carry a recommended retail price of £2.25, though final pricing remains at retailer discretion.

Distribution and launch timing

The range launches in October through Tesco and Morrisons, with further retail expansion planned subsequently. Hovis will support the introduction with retail media, social platforms, PR activity, digital advertising and in-store sampling programmes designed to generate trial among existing and new category shoppers.

Mark Brown, Chief Marketing Officer at Hovis, said the launch represents an opportunity to broaden sourdough accessibility whilst leveraging the company's 130 years of baking experience. He noted that consumer testing showed particularly strong responses when the product was toasted or used as a base for toppings.

The introduction positions Hovis to capture trade-up opportunities within the bakery aisle, targeting consumers seeking premium bread options from established brands. With sourdough's trajectory showing no signs of slowing, the timing aligns with sustained category momentum and evolving shopper preferences for artisan-style products.