Hovis has replaced its wheatsheaf logo with the ‘boy on a bicycle’ image from its iconic 1970s television advert as part of a retro overhaul of the brand.

The new packaging will run across the entire bread range as part of the brand’s September relaunch, which parent company Premier Foods hopes will rejuvenate Hovis in the face of competition from Warburtons and Kingsmill.

A new eight-strong range of smaller 400g loaves is also planned.

Latest data from IRI indicates 400g loaves will account for 25% of total bread sales by 2010. 

Demand was being boosted by the growing number of one and two-person households, an ageing population and consumers wanting to reduce food wastage, said marketing director Jon Goldstone.

“We have put time and effort into giving the brand more impact, giving it a distinctive on-shelf appeal and making the range more attractive,” he said.