Bakery brand Hovis has launched its first sourdough products – White Sourdough Cob and Seeded Sourdough Cob – as it looks to capitalise on growing consumer demand for premium bread. The sourdough market in the UK is now worth more than £170 million, with 26% penetration and 56% year-on-year growth, according to Hovis. The company said the new range responds to consumer demand for high-quality bread, with one in four shoppers seeking an alternative to traditional sliced loaves. Developed over 12 months, the cobs are made using the brand’s starter dough and fermented for at least 24 hours. Mark Brown, chief marketing officer at Hovis, commented: "We’re thrilled to be expanding into a category which is experiencing such phenomenal growth.