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23 April 2012

Hovis unveils new Premium British Farmer's Loaf

Hovis is this week launching its new premium British Farmers Loaf, made in conjunction with two of the bread brand’s net work of 450 British wheat farmers, to give that ultimate ‘home-baked’ taste and rustic feel to the farmhouse loaf.

Hovis is this week launching its new premium British Farmers Loaf, made in conjunction with two of the bread brand’s net work of 450 British wheat farmers, to give that ultimate ‘home-baked’ taste and rustic feel to the farmhouse loaf.

Bringing together its baking expertise with its network of farmers, who grow quality British wheat, Hovis British Farmers Loaf heroes the hard work and endeavour of their British wheat farmers.

Offering Brits a better slice, the new Hovis British Farmers Loaf is available in both White and Wholemeal varieties and baked in Hovis embossed tins to form the traditional overhang shape and time-honoured muffin top. The finishing touch is a dusting of fresh flour to bring a unique artisan and home-baked feel to the loaf. 

Hovis teamed up with two of their British wheat farmers, Gavin Davies and Drew Smith, to develop the new loaf. The end product is two loaves to make farmers proud, with Gavin and Drew featuring on-pack in both name and image.

Gavin Davies, Hovis Farmer manager of West Stowell Farm, Malborough, Wiltshire, adds:  “I’m extremely proud to grow and harvest the best quality 100% British wheat for Hovis, so I jumped at the opportunity to work with Hovis to make British Farmers Loaf. Over a year of development, testing and tasting has resulted in two delicious rustic farmhouse style loaves that provide the real taste of Britain.”

Drew Smith, Hovis Farmer who farms the family owned Home Farm, Louth, Lincolnshire, explains:  “Working with Hovis to create British Farmers Loaf has been a such a joy – I love the British credentials, tradition and heritage of Hovis. My goal was to help Hovis make the best ever British loaf, something that people could really enjoy eating and I was so proud of the end product I put my name to it!”

Matthew Hunt, Brand Director at Hovis comments:  “Research shows that 91% of consumers would buy British if they could  and our new British Farmers Loaf, not only heroes our farmers and 100% British credentials, but offers a unique product that delivers outstanding British quality and taste.”
 
The Hovis British Farmers Loaf range launches in April and will be available from all major retailers in two 800g loaves; White and Wholemeal, with a RRP of £1.40.


Ends


For more information, please contact Gemma Clarkson or Scarlett Such on 020 7693 6999 or at [email protected]

Notes to editors:
Of the three major bread brands only Hovis has 100% British wheat and no artificial preservatives. To find out more, visit facebook.com/hovisbakery


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