Hovis

The story of Hovis begins in 1886, a time when the milling industry was on the cusp of a revolution. It started with Richard 'Stoney' Smith, a miller from Staffordshire, who discovered a way to separate the wheatgerm from the flour without losing its vital nutrients. This innovative process created a flour that was not only golden in colour but also rich in vitamins, a stark contrast to the standard white loaves of the era. Smith partnered with S. Fitton & Sons to mass-produce this new 'Smith's Patent Germ Flour', but it needed a name that would resonate with the public. A national competition was held, and the winning entry, 'Hovis'—derived from the Latin 'hominis vis' meaning 'the strength of man'—was born.

Over the next century, Hovis cemented its place in British culture, becoming synonymous with wholesome, healthy bread. The brand's marketing became legendary, particularly the 1973 'Boy on the Bike' commercial, directed by Ridley Scott, which is often voted as Britain's favourite advertisement of all time. This nostalgic imagery of a baker's boy pushing his bike up Gold Hill in Shaftesbury perfectly captured the brand's commitment to tradition and hard work. Today, Hovis Ltd continues to honour this heritage while embracing modern innovation. Headquartered in High Wycombe, the company employs over 2,800 people across eight bakeries, one flour mill, and three distribution centres. They have expanded their range to include everything from their iconic soft white loaves to artisanal sourdoughs and seeded batches, ensuring that the 'strength of man' remains a staple on tables across the UK and Ireland.