Despite a previous dispute with Tesco last October, Premier Foods is supplying a range of Hovis loaves to its UK stores to raise money for the Royal British Legion.
A Tesco spokesperson told British Baker magazine that it is currently stocking the Seed Sensations range, which is raising funds for the Legion’s Poppy Appeal. Last year, the two companies fell out over a price rise and, as result, the supermarket giant de-listed 11 Hovis product lines. This included the brand’s fundraising bread range, which was reported to have deprived the Legion of a five-figure donation.
The range will be raising money for the cause, donating 4p to the Poppy Appeal for each pack sold between now and 13 November. This will include its Rich and Roasted 800g and Light and Nutty 800g bread products.
Claire Low, marketing manager at Hovis, said: “Hovis has a long history of supporting the armed forces, even donating a Spitfire during the Second World War. We are proud of the work we’ve done with the armed forces in recent years. This will be the third consecutive year that Hovis will work to raise £100,000 for the charity. The Poppy Appeal remains a highly relevant cause that deserves support.”
Last year, following the dispute with Premier Foods, Tesco decided to make a £40,000 donation to the war veterans’ charity to show its support for the annual appeal.