Kerry Foods, the owner of Homepride flour, is to launch a 100% British Wheat Campaign in September which will involve new marketing and packaging for the brand. 

The campaign will coincide with the announcement that Homepride flour uses 100% British wheat. The status will be updated on-pack and communicated across point-of-sale, print and online advertising, as well as PR and social media, from 1 September.

The 100% British wheat commitment is a brand category first and will take pride of place on the refreshed packaging design.

The company said: “This will also highlight the brand’s USPs: pre-sieved and ready to use, re-sealable, no mess, and stays fresh. The 100% British wheat logo is also intended to extend appeal and encourage bakers to #BakeBritish.”

Kate Wells, Homepride flour’s marketing manager, said: “Homepride flour consistently meets bakers’ demand for quality and value with a brand they can trust.  We are so proud our flour is made with 100% British wheat and we have full traceability to back up our 100% British wheat promise.”

The updated packs will begin rolling out in all major multiples and independents from September 2016, with a RSP of £1.50 for 1kg packs and £1.00 for 500g packs.