Hovis prepares to launch crust-free bread

21/07/05 Hovis is preparing to launch new crust-free loaves of bread, called Hovis Invisible Crust. The bread has been in development for two years.

It is created by baking the bread at a lower temperature to prevent its outside from hardening.

The bread was developed under the codename Project Curly – a reference to the myth that eating crusts makes hair curly.

The company has described its invisible crust as a “world first” because it requires a new baking process.

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