Richard ‘Stoney’ Smith finds a way to separate the wheatgerm from the flour

Richard 'Stoney' Smith finds a way to separate the wheatgerm from the flour Richard changed the way flour was milled, separating the wheatgerm from the flour without losing any of the vitamins or minerals found in the wheatgerm.

Richard ‘Stoney’ Smith & Richard Smith's microscope

Smith patents the process

The process was registered as “Smiths’ Patent Process Germ Flour” and more and more bakers began to use it.

Germ Flour Process Report

But what shall we call it?

In 1890, a national competition was held to replace the rather clumsy “Smith’s Patent Process Germ Flour” name. A prize of £25 was offered to the winner. The winner was Herbert Grime, suggesting the name “Hovis”, from the Latin “Hominis Vis” meaning “Strength of Man”

Hovis® supplies bread to the Royal family

The people at Hovis® were particularly proud of this and made sure the whole country knew. Well... can you blame us?

The Hovis® Cycle Road Maps

Hovis® launched eight cycle maps covering England and Wales, showing all the guest houses that served Hovis® bread.

Annual competitions for bakers

Quality remains as important today as it was in 1900. As sales of Hovis® rose, an annual competition was organised amongst bakers to maintain the high quality of Hovis® baking.

Delivering Innovation

Horses and carts are replaced by innovative petrol-driven trucks.

High levels of Vitamin B discovered in Wheatgerm

Scientists discover high levels of vitamin B in wheatgerm, confirming Richard’s belief that there was goodness in wheatgerm.

Hovis® recipe booklets first published

The first of many recipe booklets were published. Later editions included A Book of Sandwich Delights and, during World War II, Sandwich Suggestions for the Shelter.

‘Teas With Hovis®’

Hovis® matches the nation’s favourite bread with its favourite beverage. Pubs, hotels and tea shops across the UK put up signs, encouraging customers to come in and enjoy this perfect pairing.

Hovis® donates a Spitfire to the RAF

The spitfire was called “Hominis Vis”, very apt since the “Strength of Man” was vital in the Battle of Britain.

A wrapped and sliced Hovis® is introduced

And Hovis® sliced bread proves to be the greatest thing since Hovis® unsliced bread.

Hovis® on TV

Just a year after the introduction of TV advertising, the very first TV ad for Hovis® is shown. The start of some truly wonderful advertising.

A boy pushes a bike up a hill

This iconic ad, directed by Sir Ridley Scott and often cited as the nation’s favourite ever TV commercial, appears for the first time on British TV screens. After directing this groundbreaking commercial Sir Ridley went on to hollywood to direct movies such as Alien and Gladiator. The ad centres around a boy delivering bread accompanied by what became known as “The Hovis® Music”. Or to give it its correct title, “Dvorak’s New World Symphony”

Boy on the Bike, behind the scenes

Hovis® Granary® launches

A product that continues to be enjoyed by the British nation.

Big idea for packaging

In 2001, Hovis® unveils a bold new approach to packaging, grabbing shoppers’ attention in the bread aisle.

As tastes evolve, Hovis® evolves with them

We continue to innovate, launching Hovis® Invisible Crust in 2005, an instant hit with parents as they no longer needed to remove the crusts from their children’s sandwiches.