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 June 19, the range will be available across all channels and is set to sit alongside mainstream white, wholemeal and seeded loaves.

Thirty one per cent of consumers cite carbs as a dominant reason to eat less bread. Hovis Lower Carb is intended to overcome this barrier and offer consumers the opportunity to reengage with the category, while maintaining the familiar Hovis flavour.

Ed Milner, market strategy and planning director, commented: “Using our quality flour our expert bakers have removed 30% of the carbs normally found within an ordinary loaf of bread 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.

“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.