In response to evolving food culture and consumer trends, Hovis has introduced a new range of premium loaves with an artisanal touch.
Bakers Since 1886 Rustic Bloomers collection includes the Rustic White Bloomer, Rustic Seeded Bloomer, and Rustic Granary Bloomer. What sets these loaves apart is their unique baking approach in shallow trays, resulting in a traditional tapered and rounded shape with thick slices, generous end crusts, and four distinctive diagonal cuts.
Hovis aims to bring the charm and authenticity of independent bakery experiences directly to supermarket aisles, recognizing the demand for more artisanal and genuine food products. Claire Parlour, the brand’s marketing director, emphasized that these loaves go beyond being just bread; they represent Hovis’s commitment to delivering an authentic and artisanal-inspired culinary experience.
Hovis’ move to introduce these artisanal loaves is a response to changing consumer preferences and the need to cater to evolving food culture. In a challenging market environment where unit sales have decreased by 11.6%, this innovation is part of a strategy to address shifting consumer demands. In December 2022, Hovis launched a value loaf “Simple White” to appeal to budget-conscious shoppers.
Bread is (yet) another category to undergo significant change in recent years. The history of these key staple items was one of commoditisation, with the major retailers determining they would be almost entirely driven by price. Now, such categories as ‘milk’, cheese, eggs and tomatoes are vibrant and diverse with brands (large and small), innovation, quality and provenance at their heart. So, why not bread?
The change is driven by several factors that show how brand innovation and food culture interact. The spark was small, local, artisanal suppliers who created a premium sub-category that many – largely affluent – consumers bought into. They provided high quality products and introduced innovation to interested consumers e.g. sourdough, all supported by authenticity and personal input. Craft beer had a similar journey. Bigger brands like Hovis have always been expert at tracking and understanding these changes because they are obsessed with, and invest in, consumer insight.
At some point, if the trends have scale, brands will start the process of taking them into the mainstream. This is good for everyone. It will premiumise the category (for brands and retailers), create a segmented category where smaller brands can thrive, drive usage and improve the breadth and quality of the offer available to shoppers. This process simply does not happen without brands and branded innovation.