Hovis Breads is a popular brand of British bread, and the brand has been around for over 150 years. They're as good for you today as they were back in the 1930s, and they're great for the environment too. You can find a wide variety of Hovis products in supermarkets, including wholemeal and brown varieties.
As good today as it's always been
In the 122nd anniversary of its first advertisement, Hovis is bringing back an old favourite. The iconic advert, 'The Bike Ride', is back in the spotlight. It was created by creative agency CDP and was directed by Sir Ridley Scott. It portrays an old man pushing a bike up a hill. The advert tapped into the brand's heritage and was accompanied by the famous tagline: 'As good today as it's ever been'.
The new campaign aimed to show classic ads updated with new, modern products. It featured employees and journalists as extras in the adverts. The company also asked consumers to choose historical events that summed up the 'British spirit' and used the results in TV interviews and radio adverts. The 'trailer' also included a variety of media coverage, including newspaper ads, door drops, and inserts.
Hovis is an iconic British brand, owned by Premier Foods. It has been a household name for generations, but has been struggling since the recession hit the UK in 2006. The brand has struggled to keep pace with the competition, with the quality of its products and advertising budgets slashed. The ad remained in circulation for a year, but by the end of 2007, Hovis's share had fallen by 8%, as Warburtons had become the most popular bread in the UK.
In 2005, Hovis improved its product quality. The new 'Healthiest Ever' Hovis bread featured more wheat germ than other bread, and the bread was also brown, a more unrefined option than white bread. The new adverts and packaging reflected the new, healthier version of the bread.
Hovis Breads' advertisements tapped into the nostalgic sentiment that many people feel for the past. The adverts featured an Edwardian family having a picnic in a seaside town, and a mother and son shopping in a northern town. While they were nostalgic, the advertising was also a clever way to capture the memories of the past and make the brand appealing to a younger audience.
As good for you as it was in the 1930s
In the 1930s, the Hovis Bakery employed 20,000 bakers and proudly displayed their gold 'Hovis' sign on their storefronts. They offered a variety of breads in one pound, two-pound, and 8-ounce junior loaves. They also offered a variety of mini loaves that sold for only a penny each.
Today, the Hovis brand is produced by Premier Foods, a larger company than the smaller independent bakers who once produced Hovis loaves. Today, the brand has more than a dozen industrial baking plants, but the number of bakers that supply the brand is nowhere near the 20,000 figure that Hovis claimed in 1931.
During the 1930s, Hovis distributed two million loaves in paper bags. Today, Premier Foods dispatches two million loaves a day in plastic wrappers. The packaging films used by Premier Foods are made from mineral oil, a non-renewable resource, and are not biodegradable. Premier Foods could argue that this issue is not their fault, but they choose to use polyethylene instead of paper bags.
Hovis Breads contain less fibre than their brown or wholemeal counterparts. This is concerning because low-fibre breads have been associated with a higher risk of developing gut diseases and bowel cancer. The recommended daily intake of fibre for adults is 18 grams.
Hovis flour is also delivered by horse and cart, which is a sustainable form of transport that has very little impact on the environment. Today, most flour is transported by fossil-fuel-consuming trucks and lorries. That's just not sustainable and may even pose a health risk.
As good for the environment
It is not clear if the production of Hovis bread is good for the environment. Some reports claim that the company has used palm oil to increase its yields and decrease the amount of nutrients in the bread. The bread also contains high levels of sugar and is adulterated with non-food ingredients. The company's centralised production system has resulted in the loss of skilled employment and increased transportation distances to the retail outlet.
The Hovis family is committed to sustainability and has made changes to its operations. The company is working on decarbonising its delivery fleet and using hydrotreated vegetable oil to reduce CO2 emissions. They are also continuing their efforts to use recyclable packaging and have launched a range of new products that are healthier for the environment.
The company has also introduced clearer bread bag labelling to encourage consumers to recycle and deposit their bread bags at plastic bag collection points at most retail outlets. Hovis has also joined the Climate Change Levy and the Courtauld Commitment 2025 to help reduce its environmental impact.
In 2008, Hovis bread carried out a project with waste management company Wrap. The company also worked with the Premier Foods group's head of sustainability, Ian Bowles. The project has helped the company reduce waste, reduce plastics during manufacturing and change consumer behaviour so that they are more likely to recycle the bags.
Despite this, the company's efforts are not enough to make Hovis bread as good for the environment. The breadmaker has joined forces with a leading agricultural intelligence provider to research the environmental impact of their products. They are using real-world data to make their assessments, including information about energy and flour consumption in supermarkets and on farms. They are also making use of the Supply Chain Environmental Analysis Tool developed by Professor Lenny Koh.
Hovis is one of the oldest brands in the UK, and its heritage is synonymous with high quality. In recent years, it has continued to develop new products and services in response to consumer demand. This has helped it maintain its leadership position and remain a leader in innovation.
As good for local economies
Consumers who buy Hovis Breads should be aware of the environmental impact of the product. Three of the company's leading loaf brands use palm oil, which means rainforests in Malaysia and Indonesia are being destroyed for the production of the oil. This process also threatens indigenous populations and endangered species.
To help combat this problem, Hovis introduced a new packaging system that is 100% recyclable. The brand has also implemented clear recycling instructions on the packets, which is an excellent step in tackling this issue. Although bread bags are recyclable, 31% of consumers are unsure about how to properly recycle them. Unfortunately, only one in ten local authorities recycle these bags.
When a bakery closes its doors, communities suffer. Without a local baker, residents cannot buy Hovis, speak to the people who work there, or catch up with friends. But the factors that have led to the decline of the British high street are much more complicated than a single company. The fact is, despite Hovis' success, the distribution channels through which the brand is sold do not contribute nearly as much to local economies as independent bakeries do.
Hovis has one of its distribution centres in Golborne. It has also signed up to the Wigan Council's Deal for Business, which encourages companies to give back to the local economy. The company has also partnered with local community groups and charities to donate food that is nearing its best-by date. For example, Hovis has worked with the charities Compassion in Action and Fur Clemt.
In addition to supporting local economies, Hovis Breads are good for the environment. A large proportion of their bread ingredients are grown in the UK. They use a high percentage of British wheat to make their breads. In fact, the company is a member of the UK Plastics Pact, spearheaded by Wrap.
Although Hovis is good for local economies, it has been accused of decreasing the nutritional value of the product and adulterating it with other non-food substances. The company's centralised production system has also robbed local communities of skilled employment. It also requires greater distances to get the product to the retail outlet. The company has also been accused of using palm oil in its production.