We’ve been baking bread from the finest ingredients for
more than 130 years. Our range may have changed and
evolved over the years, but our exceptionally high
standards of care and expertise never will.
Discover the history of Hovis® and the
part it’s played in the history of our nation.
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”.
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”
The 'Boy on the Bike' advert has recently been voted as Britains most iconic and heart-warming advert* and has now been lovingly re-mastered frame-by-frame by the British Film Institute for the digital age. Furthermore, we have added a brand new recording by the Ashington Colliery brass band, a new voice and we've brought the end of the ad up-to-date with our current pack. We are extremely proud of the result and that Hovis'® 'Boy on the Bike' is fondly remembered.
* Research was conducted in Great Britain via OnLineBus, an Internet omnibus survey administered by Kantar. A sample of 1,258 GB adults aged 16+ were interviewed by online self-completion from 11/04/2019 - 15/04/2019. The sample was weighted to represent the adult population of Great Britain age 16+.