Kerry Foods is launching a consumer and trade campaign to announce its use of 100% British wheat in Homepride flour.

The 100% British wheat status will be updated on pack and communicated across POS, print and online advertising, PR and social media from 1st September.

Homepride’s ‘100% British wheat’ commitment is a brand category first and will take pride of place on the refreshed CEKA pack design, which maintains the iconic Homepride Flour branding, features new colours and highlights the brand’s unique selling points: pre-sieved and ready to use, re-sealable, no mess, stays fresh. Whilst the 100% British wheat logo is intended to extend appeal and encourage bakers to #BakeBritish.

Kate Wells, Homepride Flour’s marketing manager says: “Homepride Flour consistently meets Bakers’ demand for quality and value with a brand they can trust. We are so proud our flour is made with 100% British wheat and we have full traceability to back up our ‘100% British wheat’ promise.”

The updated packs will begin rolling out in all major multiples and independents from September 2016, until the end of year, with a RSP of £1.50 for 1kg packs and £1.00 for 500g packs.