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Hovis extends range with sourdough English muffins

Hovis has unveiled a duo of English muffins as it looks to tap into the premium bakery category.

The range comprises English Muffins with Sourdough and West Country Farmhouse Cheddar Muffins. Both are sold in four-packs and have an rsp of £1.00.

Hovis has partnered with Barber’s Farmhouse Cheesemaker for the cheese muffins which are made using West Country milk sourced from Barber’s farms and those nearby. Hovis added that the new muffins align both brands and will provide consumers with a “premium eating experience”.

The English Muffins with Sourdough, meanwhile, have been fermented for 72 hours before being traditionally baked on a griddle.

Both will be available in selected Asda stores this month and in Morrisons from 16 March.

“We are excited to be working with Barber’s on our new West Country Farmhouse Cheddar muffins,” said Jeremy Gibson, marketing director at Hovis.

“The synergies in our outlook have enabled us to create a really tasty and premium product that meets consumer demand for authentic ingredients that showcase traditional production techniques and celebrate the story behind ingredients.”

Muffins have become a core component of a British brunch, as 34% of consumers believe it has replaced traditional weekend lunches, according to analytics firm Mintel. Brunch now represents 14.1% of all at home breakfast occasions.

“Both of our new muffins offer us with a real point of differentiation, catering to growing consumer trends of premium brunch at home, sourdough and delicious products,” added Gibson.

The new products will extend the Hovis premium range, which includes Seeded Batch and White Bloomer. Hovis said the premium offer is core to its strategy for growth as it looks to increase its market share.


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