A television advert for Premier Foods' bread brand Hovis has been cleared by the Advertising Standards Authority despite a complaint by the Real Bread Campaign.

The ad, for a new range of Hovis rolls, featured the strapline "Hovis. As good today as it's always been", which the Real Bread Campaign claimed was misleading because it believed Hovis was made to a different recipe from the original.

Premier Foods said the strapline had been used in Hovis advertising since the early 1900s and was used to show that it continued to have the same brand values.

The ASA ruled that consumers would not be misled by the ad.

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