A commercial from 1995 for Hovis

Hovis is a UK brand of flour and bread, now owned by Premier Foods.

The name was coined by London student Herbert Grime in a national competition set by S. Fitton & Sons Ltd to find a trading name for their patent flour which was rich in wheat germ. Grime won £25 when he coined the word from the Latin phrase hominis vis – “the strength of man”.
The Hovis process was patented on 6 October 1887 by Richard “Stoney” Smith (1836–1900), and S. Fitton & Sons Ltd developed the brand, milling the flour and selling it along with Hovis branded baking tins to other bakers. They became Hovis Limited in 1918.