Hovis® is looking to meet consumer needs for a healthier and more balanced lifestyle with the launch of a new Hovis® Lower Carb range. Launching on 19th June, the range will be available across all channels and is set to sit alongside mainstream white, wholemeal and seeded loaves.

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31% of consumers cite carbs as a dominant reason to eat less bread[1]. Hovis® Lower Carb is set to overcome this barrier and offer consumers the opportunity to reengage with the category, whilst maintaining the great flavour synonymous to Hovis®.

 60950 Hov Low Carb Wmeal 400g HIGH 180517 5117778

Ed Milner, Market Strategy and Planning Director, comments: “Using our quality flour our expert bakers have removed 30% of the carbs normally found within an ordinary loaf of bread1 and added wheat protein and fibre to create a great tasting range of loaves. This means the new Hovis® Lower Carb loaves are also high in fibre and protein, and because they’re still made with wheat, they can offer consumers deliciously lower carb alternatives to their favourite Hovis®loaves.

 60949 Hov Low Carb White 400g HIGH 180517 5117776

“The new Lower Carb range aims to present a positive choice for consumers who are looking for an alternative to fulfil their balanced lifestyle.”


The launch will be supported with shopper, PR and social media marketing.



Hovis® Lower Carb Soft & Tasty White 400g, full size slices – £1.00

Hovis® Lower Carb Tasty Wholemeal 400g, full size slices – £1.00

Hovis® Lower Carb Deliciously Seeded 400g, full size slices – £1.10.


130% less carbohydrates per 100g compared to other sliced white, wholemeal or seeded bread on the market which typically contain 45.8g for white, 39.1g for wholemeal and 38.9g for seeded.

[1] Mintel 2017 – Bread and Baked Goods

Author: kimbarnard

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