Hovis to drop British-only wheat pledge from marketing

Hovis is to drop its 100 per cent British Wheat brand pledge from the packaging of most of its bread ranges after last year’s wet weather forced it to buy wheat from outside the UK.

HovisPic304
A rain-soaked 2012 has forced Hovis to drop its 100 per cent British Wheat pledge from packaging.

The Premier Foods-owned brand will start using additional grain from the European Union this weekend and is expecting to reduce its British wheat-buying by around a third over the next 12 months after farmers saw their worst harvests in 40 years.

The brand’s pledge to use only British Wheat will be removed from packs across its range by the end of January. Hovis will, however, continue to use the only British wheat claims on its Farmer Loaf range, which was launched last April to trumpet British grain with a £3.5m marketing campaign.

Hovis claims the decision will have no immediate impact on its TV advertising, claiming that “because we are still committed to British Wheat it means that our whole advertising and marketing position still has credibility and that credibility still stands.”

A spokeswoman for the brand, which has roughly a quarter of the UK bread market, says it remains committed to British farmers but the poor harvest had left it with “no option” but to drop the brand pledge from its marketing.

She adds: “With the 2012 UK wheat harvest being the worst for more than 35 years, the company is finding it increasingly difficult to maintain the high quality bread standards that it requires. Therefore, it has been put in a challenging position and has had no option other than to use a percentage of imported wheat from the EU.”

If you have a great FMCG sector case study that can demonstrate innovation and ROI then make sure you enter the Marketing Week Engage Awards 2013. The deadline is 15 January and you can find more here.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here