Hovis 50% better than the rest?

On 19 May 2026, the Real Bread Campaign submitted a complaint about Hovis claiming a product contains significantly more fibre than other sliced white loaves.

Hovis markets its 'White 'n Fibre' loaf using the claims '50% more fibre than other white bread' and '50% more fibre than other sliced white loaves on the market'. The company also states that other white loaves 'typically contain 2.5g [fibre] per 100g'.

The Real Bread Campaign believes that these 'health halo' claims strongly imply that the product is 50% higher in fibre (and, therefore, significantly 'better') than most other white loaves, but that Hovis does not substantiate these claims.

A brief online search shows that 'White 'n Fibre' is not 50% higher in fibre than all other sliced white loaves on the market. Products that contain more than 2.5g fibre per 100g include: ASDA ‘Just Essentials’ white (3.2g fibre per 100g), Morrisons white (3.2g fibre), Bertinet Bakery 'White Sourdough' (3.2g fibre), Waitrose ‘Essential’ white (2.9g fibre), and Sainsbury’s ‘Stamford Street’ white (2.8g fibre). 

The '50% more fibre than other white bread' claim is not even borne out by Hovis's own range. 'White 'n Fibre' does not contain 50% more fibre than the company's 'Signature' white (3.5g fibre per 100g), 'Farmhouse Batch' (2.9g fibre), or 'Mothers Pride Scottish plain' (2.6g fibre).

We complained to Hovis on 12 May 2026 and on 19 May 2026 received the response below. We therefore asked the trading standards department of London Borough of Tower Hamlets (LBTH, our local authority) to review our complaint and liaise with the company’s Primary Authority to resolve it.

Hovis's response

'It’s genuinely encouraging to hear your support for bakeries working to increase fibre in the UK diet — that’s something we care deeply about as well. At Hovis, our aim is to give people meaningful choice while supporting healthier eating habits, and we’ve seen a growing recognition of the benefits of fibre among UK consumers.

At the same time, our research shows that a significant proportion of people still choose white bread, which typically doesn’t provide a meaningful source of fibre. Rather than ignoring that reality, we wanted to find a way to meet people where they are — by improving a product they already enjoy. That’s why we developed a soft white loaf with added fibre, offering 50% more fibre than standard white breads in that category, while still delivering on the taste and texture people expect.

We absolutely recognise the importance of transparency and trust in this space. As a business, we operate strictly within UK and EU regulations and are committed to ensuring that all communications are clear, accurate, and not misleading. Our intention is to contribute positively to public health goals, while responding to real consumer behaviours in a constructive way.'

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