Hovis has unveiled a new range of posh breads called Bakers Since 1886.
The range features a quartet of SKUs: a duo of white and seeded half cob loaves, alongside a set of Premium Burger Buns and a set of Cheese Top Rolls.
The loaves are made with a 36-hour starter dough, and were “perfect for the ultimate deli sandwich or delicious toastie”, said Hovis. They will hit Tesco, Waitrose and Asda this month before rolling into Morrisons in May (rsp: £1.50).
The burger buns, meanwhile, provided “the ideal partner for your burger of choice” while the cheese rolls were ”hand topped with mature cheddar cheese for a rich and creamy flavour”, it added (rsp: £1.35).
The range had ”already received overwhelming approval from consumers through our taste test and we are very excited to get them to our customers”, said Hovis head of marketing Nina Shanahan.
The burger buns will launch into Asda and Waitrose this month and Morrisons from May, while the cheese rolls hit Waitrose this month and Morrisons in May.