Hovis has returned to using 100% British wheat.
Starting next month, all products will be made with UK wheat, and three of its loaves will feature new Union Jack flag packaging. Hovis products were made using UK wheat until the poor 2012 harvest forced the brand to source wheat from Europe.
Matt Hunt, marketing director, said Hovis was delighted to be 100% British once again.
Hunt said: “Hovis is an iconic British brand and we were disappointed when we had to lose our 100% British wheat claim last year, as a result of the poor 2012 harvest.
“It was a really difficult decision to make, but a vital one, nonetheless, if we were to maintain our high-quality bread standards. It’s truly satisfying that we can once again differentiate ourselves from the competition by using 100% British wheat whenever possible.”
The move follows Premier Foods selling a 51% stake in its bread and milling business into a joint venture with US company The Gores Group. Trading under Hovis Limited, the business is set to receive a £200m investment to reinvigorate the Hovis brand and improve efficiency.
The Union flag packaging will be added to Hovis Soft White Medium, Hovis Soft White Doorstep and Hovis Soft White Thick.