Hovis is a UK brand of flour and bread, now owned by Rank Hovis McDougall (RHM Ltd).

The word "Hovis" was invented by London student Herbert Grimes in a national competition set by S. Fitton & Sons Ltd to find a trading name for their bread, which used a patent flour that was rich in wheatgerm . Grimes coined the word from the Latin phrase hominis vis – "the strength of man".

The Hovis process was patented in 1899 by Richard Smith, and S. Fitton & Sons Ltd developed the brand, milling the flour and selling it along with Hovis branded baking tins to other bakers. They became Hovis Limited in 1918.

After a succession of mergers Hovis eventually became part of Rank Hovis McDougall in 1962, now the privately owned food conglomerate RHM Ltd, which also owns the Mother's Pride and Nimble bread brands.

The Hovis part of the business still specialises in high wheatgerm wholemeal flour, the bread being baked independently.

In 1974 Hovis became lodged in the public imagination through an evocative television advertisement, "Bike Round", directed by Ridley Scott.

External links

• Hovis official website