In the 1880's what did Smiths Patent Germ Bread change its name to
Hovis reduced-calorie bread. The brand began in 1886; 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. The name was coined in 1890 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
Whole wheat bread only representative amounts of bran or wheat germ. In Canada, for example, a proportion of the wheat germ may be removed from the flour to reduce the risk of rancidity, but the term "whole-wheat bread" is still used. The term "wheat bread" is sometimes used as a marketing tactic to give the impression of a product being whole-wheat bread, but this is at best an ambiguous term and potentially deceptive because most white bread is made from wheat flour, and thus could legitimately be called "wheat bread". The majority of what is marketed in the USA under the name "wheat