British Heritage
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Hovis - The Nation's Favourite Wholemeal Loaf
A Pioneering Contributor to British Heritage.
One cannot delve into the gastronomical history and cultural heritage of Britain without considering the pivotal role played by Hovis, an iconic British company that has been nourishing the nation with its selection of flours and bread for over a century. The roots of the Hovis brand extend deep into the very fabric of British society, leaving an indelible mark on the nation's industrial heritage, advertising culture, and of course, their cuisine.
The inception of the Hovis brand dates back to the late 19th century in the industrial heartland of Britain, Stoke-on-Trent. Mass production began in Macclesfield, Cheshire, in 1886 under the supervision of S. Fitton & Sons Ltd, marking the start of a legacy that would grow to define British breadmaking. The company introduced a novel baking technique, later known as the 'Hovis Process', patented by Richard "Stoney" Smith in 1887. This innovative process contributed significantly to the industrial heritage of the time, solidifying Hovis's position at the forefront of technological advancements in the British baking industry.
The Hovis brand rose to prominence in 1890 following a successful marketing campaign that gave it its name. A London student, Herbert Grime, coined the term 'Hovis' for a competition set by S. Fitton & Sons Ltd, creatively deriving it from the Latin phrase 'hominis vis', translating to 'the strength of man'. This name imbued the brand with an image of health and vitality that would continue to resonate with consumers throughout the ages.
Hovis took another step towards becoming a staple of British households when it was integrated into Rank Hovis McDougall (RHM) in 1962 after a series of mergers. With an expanded portfolio including beloved brands like Mother's Pride, RHM was later acquired by Premier Foods in 2007. A new chapter in the Hovis narrative commenced in 2014 when Premier Foods divested a 51% stake in the company to The Gores Group, transforming Hovis into a joint venture. Subsequently, in 2020, both Premier Foods and the Gores Group sold their stakes to British-based private equity firm Endless LLP, marking another landmark moment in the brand's journey.
The influence of Hovis on British heritage extends beyond its contributions to the baking industry. The company's inventive approach to advertising has deeply impacted the way British products are marketed, turning their campaigns into cultural touchstones.
Perhaps the most poignant example of this is the iconic 1973 television commercial known as 'Boy on the Bike'. Orchestrated by ad agency CDP and directed by Ridley Scott, later known for his direction of 'Alien', the advertisement took viewers on a nostalgic journey through a bucolic British landscape. Set to the hauntingly beautiful tones of Dvořák's Symphony No. 9 rearranged for brass, the commercial quickly became a cherished element of British popular culture. Filmed on the idyllic Gold Hill in Shaftesbury, Dorset, the advert has been voted Britain's favourite of all time, symbolising Hovis's unrivalled mastery of advertising.
This success was echoed in 2008, with Hovis's 'Go On Lad' advert, a retrospective reflection on the 122 years of British history since the brand's inception. This creative celebration of the company's longevity and its intertwined relationship with British society was duly recognised, being voted 'Advert of the Decade' by the British public in 2009.
In addition to its staple flour and bread, Hovis broadened its range to include other health-conscious products like the Nimble brand reduced-calorie bread. The company also branched out into the biscuit market, licensing Jacob's to produce a unique digestive biscuit named Hovis.
Moreover, Hovis exhibited an ongoing commitment to environmental sustainability. In collaboration with TerraCycle, they initiated The Bread Bag Recycling Programme, which allowed consumers to drop-off used bread bags at locations across the UK for recycling. This programme showcased the company's pledge to responsible practices, fostering a sense of corporate social responsibility that echoed throughout the nation.
Hovis has continually proven itself to be more than a mere producer of bread and flour. Its innovative practices, exemplary advertising campaigns, and unwavering dedication to society and the environment have rendered it an integral part of British heritage. The legacy of Hovis goes far beyond the 'strength of man' its name signifies; it encapsulates the strength of a nation, its history, its culture, and its enduring spirit. The Hovis story is indeed a slice of Britain's rich industrial and cultural tapestry, a tale of innovation, resilience, and enduring success.
A Flourishing Legacy
The inception of the Hovis brand dates back to the late 19th century in the industrial heartland of Britain, Stoke-on-Trent. Mass production began in Macclesfield, Cheshire, in 1886 under the supervision of S. Fitton & Sons Ltd, marking the start of a legacy that would grow to define British breadmaking. The company introduced a novel baking technique, later known as the 'Hovis Process', patented by Richard "Stoney" Smith in 1887. This innovative process contributed significantly to the industrial heritage of the time, solidifying Hovis's position at the forefront of technological advancements in the British baking industry.
The Hovis brand rose to prominence in 1890 following a successful marketing campaign that gave it its name. A London student, Herbert Grime, coined the term 'Hovis' for a competition set by S. Fitton & Sons Ltd, creatively deriving it from the Latin phrase 'hominis vis', translating to 'the strength of man'. This name imbued the brand with an image of health and vitality that would continue to resonate with consumers throughout the ages.
Hovis took another step towards becoming a staple of British households when it was integrated into Rank Hovis McDougall (RHM) in 1962 after a series of mergers. With an expanded portfolio including beloved brands like Mother's Pride, RHM was later acquired by Premier Foods in 2007. A new chapter in the Hovis narrative commenced in 2014 when Premier Foods divested a 51% stake in the company to The Gores Group, transforming Hovis into a joint venture. Subsequently, in 2020, both Premier Foods and the Gores Group sold their stakes to British-based private equity firm Endless LLP, marking another landmark moment in the brand's journey.
Unprecedented Success in the Realm of Advertising
The influence of Hovis on British heritage extends beyond its contributions to the baking industry. The company's inventive approach to advertising has deeply impacted the way British products are marketed, turning their campaigns into cultural touchstones.
Perhaps the most poignant example of this is the iconic 1973 television commercial known as 'Boy on the Bike'. Orchestrated by ad agency CDP and directed by Ridley Scott, later known for his direction of 'Alien', the advertisement took viewers on a nostalgic journey through a bucolic British landscape. Set to the hauntingly beautiful tones of Dvořák's Symphony No. 9 rearranged for brass, the commercial quickly became a cherished element of British popular culture. Filmed on the idyllic Gold Hill in Shaftesbury, Dorset, the advert has been voted Britain's favourite of all time, symbolising Hovis's unrivalled mastery of advertising.
This success was echoed in 2008, with Hovis's 'Go On Lad' advert, a retrospective reflection on the 122 years of British history since the brand's inception. This creative celebration of the company's longevity and its intertwined relationship with British society was duly recognised, being voted 'Advert of the Decade' by the British public in 2009.
Unyielding Dedication to Innovation and Sustainability
In addition to its staple flour and bread, Hovis broadened its range to include other health-conscious products like the Nimble brand reduced-calorie bread. The company also branched out into the biscuit market, licensing Jacob's to produce a unique digestive biscuit named Hovis.
Moreover, Hovis exhibited an ongoing commitment to environmental sustainability. In collaboration with TerraCycle, they initiated The Bread Bag Recycling Programme, which allowed consumers to drop-off used bread bags at locations across the UK for recycling. This programme showcased the company's pledge to responsible practices, fostering a sense of corporate social responsibility that echoed throughout the nation.
Concluding Remarks
Hovis has continually proven itself to be more than a mere producer of bread and flour. Its innovative practices, exemplary advertising campaigns, and unwavering dedication to society and the environment have rendered it an integral part of British heritage. The legacy of Hovis goes far beyond the 'strength of man' its name signifies; it encapsulates the strength of a nation, its history, its culture, and its enduring spirit. The Hovis story is indeed a slice of Britain's rich industrial and cultural tapestry, a tale of innovation, resilience, and enduring success.
- Hovisen.wikipedia.org
