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This is not the first time Hovis has responded to consumer demands. In 2018 itlaunchedtwo new premium bread loavesin a bid to cater to the growing consumer demand for sourdough and seeded variants.

Glorious Grains is baked with seven different types of sprouted wholegrains, including rye, wheat, spelt, oats, barley, buckwheat and teff. The bread contains natural sources of copper, minerals including magnesium and phosphorus, and vitamin B1, said the firm.

Health-focused

Hovis Glorious Grains is the latest addition to Hovis health-focused range and follows the launch of Hovis Fabulous Fibre, a high-fibre option aimed at improving gut health.

Having listened to consumer demands, we are excited to launch our delicious new Glorious Grains loaf, which contains minerals and vitamin B1 and helps to support the immune system,saidNina Shanahan, head of marketing for Hovis

This is a great addition to our health-focused range which includes HovisFabulous Fibre, helping consumers reach the daily target fibre intake without compromising on taste. With more consumers demanding bread with additional nutritional benefits, Hovisis pleased to be able to answer these needs through our delicious and wholesome range.

Tackling food wast

Hovis said it has also been working to tackle hunger and food waste through donating to FareShare, the UK's largest and longest-running food redistribution charity. By July, Hovishad donated more than 95,000 loaves through FareShare.

In December 2019,Hovis signed up to the Trade Union Congress (TUC)Dying to Work charterin a bid to more effectively support employees affected by terminal illness.

Hovis Glorious Grains and Hovis Fabulous Fibre will be available in Sainsburys, Morrisons, Waitrose and Tesco in July. Hovis Fabulous Fibre is already on shelves in Tesco and Waitrose.

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Baker launches bread to support the immune-system - FoodManufacture.co.uk

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