Hovis is to roll out a Union Jack pack design to highlight its use of flour milled from British wheat.

From the end of March, the brand's Soft White range will carry bold Union Jack packaging and the tagline '100% British Wheat'. The new packs will use colour coding introduced at the end of last year to indicate the slice thickness.

Hovis said the new look was particularly relevant at this time as the royal wedding meant consumers were embracing all things patriotic.

"The patriotic design demonstrates our ongoing commitment to the farmers who grow and harvest our domestic supply," added Rose Gray, senior brand manager for Hovis's white bread. "It also creates great standout on shelf."

The design will be supported with "significant" marketing investment, ­including TV advertising, digital activity, a partnership with The Sun, PR and in-store PoS.

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Britain's 100 Biggest Brands 2011: Walkers to Kingsmill (12 March 2011)
Top Products Survey 2010: Bread (18 December 2010)
Hovis comes over all patriotic in new TV advertising push (6 February 2010)
Hovis wins race to make first all-British loaf (21 November 2009)