Sunday, May 9, 2021

Hovis taps chef Tom Kerridge to launch new range

Historic British bakery brand, Hovis, has partnered with chef Tom Kerridge as it launches its new Bakers Since 1886 range.

The new variants include two flavours of half cob loaves, baked using a 36-hour starter dough, as well as Premium Burger Buns and mature cheddar Cheese Topped Rolls.

Offering White and Seeded variants, the new loaves will be available in Tesco and Asda in April and in Waitrose and Morrisons from May. The rolls, meanwhile, will be available in Asda and Waitrose in April and in Morrisons from May.

Under the new partnership, Tom Kerridge will help celebrate the new Bakers Since 1886 range launch in a number of different ways – from showcasing the Premium Burger Buns in a national alfresco dining roadshow, to encouraging the nation to bring back the beloved toastie using the brand’s delicious new loaves.

Moreover, the Premium Burger Buns have been selected to supply The Butcher’s Tap & Grill in Marlow, his premium butcher and grill restaurant.

Kicking off the campaign, the chef is set to star in Hovis’ new TV advertisement to support the launch of the range, appearing on screens across the country from mid-May.

Hovis is also sponsoring ‘The Pirate Ship’, a new podcast collaboration between Tom Kerridge and radio, podcast and TV presenter Chris Stark – where weekly celebrity guests and plenty of audience participation will see amazing food and drink put at the heart of every episode.

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