A logo, featuring a hand and wheat sheaf, has been designed to show the origin of the word Hovis, which comes from the Latin "Hominis VIS" meaning "strength of man". The design was inspired by enamelled signs that used to hang from bakery shops.
Marie Davies, Hovis senior brand manager, said: "The packaging reflects Hovis's focus on health and product quality.
"JKR has produced a fresh design, while retaining the strong heritage of the Hovis brand, and feedback to date suggests the new look will be well received by consumers."
JKR was appointed by RHM following a pitch against an existing roster agency.
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