Hovis ad

Last year: 15 ▼

Sales: £288.5m (-1.3%)

Sure, the title of least worst bread brand is not one to frame and hang on the wall, but there are plenty of positives in Hovis’s performance.

Its £3.7m loss is dwarfed by those of Warburtons (2) and Kingsmill (13), thanks partly to a 3.6% rise in average price. It’s generally eschewed diversification and stuck to bread, improving quality and pushing pricier Seed Sensations loaves (up 10.7%). With the UK wheat it’s pledged to use now some of the world’s priciest, premiumisation makes sense.