Finally, some good news for Premier Foods. This week, its bread brand Hovis not only launched a premium British Farmers loaf, it also scored a major coup by gaining listings in Sainsbury’s c-stores for the first time, at the expense of arch-rival Warburtons.

Sainsbury’s says the move is to “try out some other bread options” in its Local stores, but it also comes at a key time for the retailer, which is flying the British flag at every opportunity. It is a major sponsor of the Paralympic Games and is also backing four high-profile events for the Queen’s Jubilee.

There’s no doubt its stores will be groaning under the weight of Union Jacks in a few weeks’ time and Hovis will certainly add some more red, white and blue to the bakery aisles of its c-stores.

Warburtons is just as British as Hovis, of course, but it hasn’t, as yet, chosen to display the national flag all over its products. But with retailers looking to get shoppers into the festive summer spirit, we say ‘Bring it on!’ In fact, we’re going to start counting products, new and old, now draped in the Union Flag.