[3] Dalgety retained the brand rights for the production of prepared cooking sauces.

After the brand was acquired by the Campbell Soup Company, Homepride sauces became one of the sponsors of the police procedural television series The Bill, when their slogan was "the one with the bag".

[citation needed] Homepride uses a cartoon character named "Fred the Flour Grader" as part of its marketing.

[4][5] Since 1965, the company has used the advertising slogan "Because graded grains make finer flour", employing such voice over artists as John Le Mesurier and Richard Briers.

[6] In March 2014, Premier Foods brought back the iconic Fred character in a new advert for television, to advertise its range of cooking sauces.