Ok, so this is the situation:
I have this code, kept in version control system (git), and I have different .hex files versions there, all produced with CodeVisionAVR.
Typically, I can just Project/"Build All" in CVAVR, compilation linking etc will complete, then I'm asked to "Program the chip", I click on that, and the chip gets programmed.
There is something called Tools / Chip Programmer in CVAVR, but apparently it is just to set settings for the programmer (Atmel ICE in my case) - I cannot see any option to load a .hex file.
So, is it possible to use CVAVR, to load in a .hex file, and program it - without running the build (compilation, linking) step?