Hovis has introduced a Soft Granary Batch to its Seed Sensations range in a bid to bring more premium bread options to the market.

The new variant, RRP £1.60, combines Seed Sensations with Hovis Granary. It has nine different seeds and grains and contains no artificial preservatives. The launch is being supported by a £1.5m ad campaign.

“We have identified an opportunity for Soft Granary Batch to deliver 60% incremental sales to the growing ‘bread with bits’ category, which is currently worth £69m,” said Hovis marketing manager Richard McQuillan.

“Shoppers are constantly looking for new ways to eat bread and want to see interesting bakery variants on-shelf, particularly if they are backed by trusted brands.”