Hovis has announced it will once again be using 100% British wheat in all of its recipes. In 2012 it was forced to source a proportion of wheat from the EU due to a poor harvest.
Hovis marketing director Matt 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.”
As well as the move back to using 100% British wheat, its packaging is being updated to communicate its natural properties and heritage.