It may go down in history as the biggest free lunch since the miracle of the loaves and the fishes.

Premier Foods performed a modern version of the great giveaway on Saturday by handing out 16,000 Hovis Soft White loaves in Sutton town centre.

The banquet of biblical proportions formed part of a 15m rebranding programme to woo back bread buyers to the 120-year-old manufacturer.

Hovis has been assured a place in the nation's heart since its classic 1973 TV commercial, directed by Sir Ridley Scott,was voted the favourite advert of all time.

Now it has attracted new disciples in Sutton after an army of shoppers marched on empty stomachs into the high street.

The recepients were relieved at not having to earn their crusts when the price of a loaf has soared by 17p, fuelled by wheat shortages.

A spokeswoman said: "People were very happy to receive their 800g Hovis Soft White loaves. The mass distribution was part of a six-week tour to raise consumer awareness, and all the loaves were plastered with a coupon giving people 35p off their next purchases."

Praise for the initiative was leavened by dissenting voices from anti-poverty campaigners. Several residents expressed dismay about hand-outs in an outer London borough at the time of a global food crisis.

But Tony Durham, of ActionAid, said: "We don't have a problem with this stunt. Some shoppers may be poor and very grateful for some free bread.

"We are much angrier about food crops being turned into motor fuel. That's truly wasteful, and it has caused food prices to rocket, everywhere from Sutton to Soweto."