Products / Hovis ~ Brands

Hovis Wheatgerm®

Hovis has, over time, established itself as Britain's most-loved bread brand. It's been the number one name in brown bread for more than 100 years.

The secret of Hovis's success is that it’s synonymous with quality and goodness. These characteristics continue to be reflected in Hovis flour - available exclusively from Rank Hovis.

An historic brand

The Hovis Wheatgerm® brand is steeped in history and tradition.

Its creator, Richard 'Stoney' Smith, believed that wheatgerm offered significant health benefits. He devised a wheatgerm flour which he registered as 'Smith's Patent Germ Flour' in 1886. However, in 1890 the now-famous Hovis name was created from an abbreviation of the Latin phrase 'Hominis Vis' - 'the strength of Man'.

Household name

Throughout the 20th century, Hovis has grown from strength to strength. With inventive advertising and support, the brand has become a beloved household name.

Top quality

The time-honoured Hovis Wheatgerm® recipe uses only the finest-quality ingredients, ensuring Hovis remains a family favourite.

Brand support

Rank Hovis is committed to on-going investment in the Hovis brand. As well as significant advertising support, customers can benefit from promotions and in-store merchandising.

All in-store merchandise features the well-known Hovis logo, ensuring high brand awareness and the clarification that this brown bread is baked exclusively by Hovis Bakers.