Homepride

Homepride is a British food brand owned by Premier Foods for pre prepared cooking sauces. Premier Foods also licenses the brand to Kerry Group for the production of flour.

Homepride
Product typeFood
OwnerKerry Group (flour)
Premier Foods (cooking sauces)
CountryUnited Kingdom
Republic of Ireland
Introduced1920 (flour)
1974 (cooking sauces)
Websitehomepride.co.uk
homeprideflour.co.uk

History
An old painted advert of Homepride, in Cambridge, April 2008. A McDonald's signage can be shown in the background.

A technological breakthrough in flour production in 1963, meant that bakers no longer needed to sift their flour. The new flour product was launched under Spillers Homepride brand. In 1974, Homepride launched a range of pre prepared cooking sauces.[1] In October 1979, Spillers was acquired by Dalgety plc, after one hostile take over battle.[2]

The company's bakery business was spun off and sold to Allied Bakeries, who in January 2000, sold the flour brand to Kerry Group.[3]

Dalgety retained the brand rights for the production of pre prepared cooking sauces. After the brand was acquired by the Campbell Soup Company, Homepride sauces became one of the sponsors of the police procedural television series The Bill, when their slogan was "the one with the bag". In July 2006, the sauce brand was acquired by Premier Foods.


Homepride Fred

Homepride uses a cartoon character named "Fred the Flour Grader" as part of its marketing. Fred was created by the Geers Gross advertising agency in 1964.[4][5] Since 1965, the company has used the advertising slogan "Because graded grains make finer flour", employing such voice over artists as John Le Mesurier.[6]

In March 2014, Premier Foods brought back the iconic Fred character in a new advert for television, to advertise its range of cooking sauces.[7][8]

References
  1. Homepride - History
  2. "Company History". Archived from the original on 2011-07-24. Retrieved 2012-11-16.
  3. "Allied Bakeries corporate site". Archived from the original on 2013-03-04. Retrieved 2012-11-16.
  4. "Homepride Flour - About". Homepride Flour. Kerry Foods. Archived from the original on 2 August 2013. Retrieved 2 August 2013.
  5. "Homepride - History". Homepride. Premier Foods. Retrieved 2 August 2013.
  6. "UK television adverts 1955–1990£" at headington.org.uk
  7. "Hide your wife Homeprides Fred is back in town". Little Black Book.
  8. "Fred about the house". YouTube.
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