A new species of the genus Rhinella is described from Canavieiras, southern State of Bahia, in the Atlantic Rain Forest of Eastern Brazil. Rhinella hoogmoedi sp. nov. is characterized by the medium size for the genus (SVL 39.4-52.1 mm in males), snout rounded in dorsal view, with a vertical apical ridge which gives a nearly mucronate aspect, and nearly acute in profile, antorbital and supra-orbital crests developed, parietal crest poorly developed, post-orbital crest large, forming a small lateral ledge, tympanum evident, vertebral apophyses not salient on dorsum, presence of a dorsolateral line of pointed tubercles on the external border of the parotoid gland, continuing along the lateral side of body to the groin, a rounded tubercle at the posterior corner of mouth, and vocal slits present. The new species is distributed from the State of Ceará to the State of Paraná, Brazil.