Hovis enters sourdough market with launch of new sourdough cobs
Hovis’s new sourdough cobs are created using the brand’s signature starter dough, which is fermented for at least 24 hours to develop a thick, golden crust and rich flavor.
UK – Hovis, the iconic British bakery brand, has officially entered the UK’s fast-growing sourdough market with the launch of its first-ever sourdough products: White Sourdough Cob and Seeded Sourdough Cob.
This strategic move marks a significant expansion for the 130-year-old company, as it seeks to tap into a category now valued at over £170 million (US$228.74M), with 56% year-on-year growth and 26% household penetration.
The new Cob range is designed to offer consumers a more accessible entry point into premium sourdough, combining Hovis’ heritage with modern baking techniques.
Hovis’s new sourdough cobs are created using the brand’s signature starter dough, which is fermented for at least 24 hours to develop a thick, golden crust and rich flavor.
The cobs are baked in small batches and hand-finished, emphasizing artisanal quality.
The White Sourdough Cob contains just six ingredients, while the Seeded Sourdough Cob features a blend of sunflower, pumpkin, linseed, millet, and poppy seeds.
Chief Marketing Officer Mark Brown highlighted the brand’s ambition to democratize sourdough: “We’re thrilled to be expanding into a category experiencing phenomenal growth. We’re combining our baking experience with high-quality ingredients to meet the needs of consumers looking for genuine sourdough loaves with great taste and texture.”
He added that taste tests showed strong consumer appeal, especially when toasted or paired with toppings.
The launch is backed by a robust marketing campaign that spans retail media, social platforms, PR, digital outreach, and sampling initiatives, aimed at driving awareness and trial.
The products, priced at £2.25 (US$3.0274) for 450g, will first appear in Tesco and Morrisons before rolling out to other retailers.
Hovis joins a competitive field led by brands like Jason’s Sourdough and Brace’s Ernest 100%, but sees ample room for growth.
With sourdough evolving from a weekend indulgence to a weekday staple, Hovis aims to attract new shoppers and boost sales of premium bread across the board.
This launch not only signals Hovis’ commitment to innovation but also reflects broader shifts in consumer preferences toward quality, authenticity, and variety in everyday bread choices.
Recently, ABF reached agreement to acquire Hovis Group in bakery merger deal, creating a more resilient and profitable UK bread business amid shifting consumer preferences.
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