British bakery brand, Hovis, has launched Simply White, a budget loaf of bread targeted at consumers hit by the cost-of-living crisis.

A spokesperson for Hovis told FoodBev, “Here at Hovis we have been feeding the nation for almost 140 years and understand the importance of catering for the wide tastes and budgets of our consumers. As the outlook is hard for many at the moment, we have worked tirelessly to be able to offer a new opening price point loaf, delivering great taste at great value, so our consumers don’t have to compromise on either.”

Simply White’s pricing remains at the retailer’s discretion and is stocked in Tesco stores and Booker wholesalers nationwide.