Hovis is expanding its Bakers Since 1886 range into part-baked bread with three new products.

The range includes Rustic White Rolls, Rustic Seeded Rolls and White Baguettes. Each variety can be baked in 10 minutes and has a longer shelf life than regular rolls and baguettes, according to the supplier.

The supplier has launched the range as households are beginning to cook winter meals such as soup more often. It sees a gap in the market, with 47% of shoppers currently buying bake-at-home bread.

Hovis unveils new Bakers Since 1886 premium range

Claire Parlour, marketing director at Hovis, said the range: “Has the potential to bring the sensorial delights associated with freshly baked bread into millions of UK households in just 10 minutes”.

“This is an exciting new departure for our business and presents a great opportunity for our customers,” she said. “As a trusted brand with expert bakery credentials, Hovis is uniquely placed to step-change the part-baked market, by encouraging shoppers to reappraise the category and by delivering distinct and delicious products that we know consumers will love.”

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