Grace's Guide

British Industrial History

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Homepride

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Homepride is a brand applied to 2 different types of food product - flour, and sauces

Homepride flour uses a cartoon character named "Fred the Flourgrader" as part of its marketing. Homepride sauces are a UK brand of pre-prepared cooking sauces, now owned by Premier Foods.

1920s Homepride began life in the Midlands as a pre-packed flour manufactured by Robbins and Power.

The brand was later taken over by Spillers, a company that had been making flour since 1897

1940-60 Manufacturing of the Homepride brand was put on hold while Spillers sold its pre-packed flour under a range of regional brand names such as McDougall's, Feathery Flake and Spillers Albatross.

1963 A technological breakthrough in flour production meant that bakers would no longer need to sieve their flour. The new flour had no large grains or dust, and was launched as a national brand - Spillers Homepride in both plain and self-raising forms. The launch was supported by advertising that highlighted the need not to sieve, with the strapline "Graded Grains Make Finer Flour".

1965 Fred the Flourgrader was created by the Geers Gross advertising agency.

1970s The name of Spillers was removed from the branding and Homepride Flour came into its own.

1974 The company changed the way it did business, with the introduction of cooking sauces.

1979 Dalgety acquired Spillers, forming Dalgety Spillers

Late 1980s Homepride Foods was launched including certain Dalgety businesses: packaged flour and sauces, Romix, Pearce Duff and Sundora Foods[1]

1990s The distinctive 1kg rigid-sided pack was launched for Homepride Flour. This offered bakers a resealable pack that made less mess, kept the contents fresh and was easy to store. It has since been named as one of the ten most successful products marketed in the UK.

1998 The food ingredients and Spillers flour milling operations and the license to the Homepride brand were acquired by its current owner, Kerry Group

Dalgety retained the brand rights for the production of pre-prepared cooking sauces. The Homepride sauces brand was acquired by the Campbell Soup Company.

2006 Premier Foods acquired the sauces business from the Campbell Soup Company.

See Also

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  • [1] Homepride website
  • [2] Premier Foods


Sources of Information

  1. Wikipedia - Dalgety