Hovis has launched a nationwide sampling campaign encouraging trial and creating awareness for Hovis Wholemeal loaves.

It featuring a mobile bakery, where Hovis will be serving its signature wholemeal bread - warm with butter and jam - while also offering shoppers the opportunity to mill their own flour using a bespoke milling bike.

As well as enjoying the milling experience, shoppers may be given loaves of Hovis Wholemeal, coupons for their next purchase and will have the chance to win a traditional Hovis baking tin.

Ed Milner, market strategy and planning director, commented: “As the nation’s favourite wholemeal bread, the sector has always been at the heart of the Hovis brand. Our sampling campaign will put the wholemeal segment firmly in the spotlight.

“At Hovis we have a long-standing heritage in baking great breads with added benefits, so it is important that we make the loaves unmissable and get them into the hands of the nation to enjoy.”

The experiential activity will be visiting city centre locations in Cardiff, London, Birmingham, Leeds, Manchester, Stratford and Glasgow.