Hovis introduces its all-British loaf

Hovis looks set to be first to market with an all-British loaf, supported by a pound;5 million marketing campaign.

The Premier Foods baker said it will be using flour milled from 100% British wheat across its range from January.

Packs will flag up the move with a special flash, while Hovis Soft White packs will be redesigned to feature a field and tractor.

An “extensive” marketing campaign will be launched in 2010 targeting families, said Hovis marketing director Jon Goldstone.

“We are very proud to announce our move to 100% British wheat. Hovis is committed to sourcing the best quality wheat for our bread, but in the past we’ve had to source premium wheat from overseas, which didn’t seem right to us.

“So we’ve been working with farmers in the UK for five years, to ensure the best quality wheat is available right here in Britain.”

More than 600 farmers from across Britain have been growing a strain of Canadian Red Wheat to support the switch to using only home-grown wheat.

The wheat is known for its great bread making qualities, making it the perfect ingredient, added Goldstone.

Contact: 08707 288888

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