Daily Newsletter

19 March 2024

Daily Newsletter

19 March 2024

Hovis signs partnership deal with Modern Baker

Hovis has worked with Modern Baker since 2023, supporting the production and marketing of its higher-fibre bread, Superloaf,

Fiona Holland March 18 2024

UK bread processor Hovis has signed a new three-year licensing agreement with the better-for-you baked goods manufacturer Modern Baker.

Both brands will work together under the agreement to produce and market a range of new baked goods targeting the "health-conscious consumer".

High Wycome-based Hovis has worked with Modern Baker since 2023, supporting the production and marketing of its higher-fibre bread, Superloaf, and Super Bakery range across the UK.

Modern Baker’s SuperLoaf is sold into the UK retail channel. Its customers include M&S, Amazon and Ocado.

The Oxford-headquartered group also sells a range of baked sourdough and rye breads, as well as sourdough-based biscuits, as part of its Super Bakery range at Planet Organic.

Just Food has asked Hovis to confirm what types of baked products will be produced under the new partnership.

Modern Baker's better-for-you bread loaf, Superloaf. Credit: Hovis/Modern Baker

Hovis, which is owned by private-equity firm Endless, said the new deal showed its "natural progression", adding that the new products would help to "complement its existing portfolio".

Jon Jenkins, CEO of Hovis described the licensing agreement as "an exciting step for Hovis".

He added "Our brand has been at the forefront of new innovation for the last 140 years and we see strong potential for continual growth and the development of new variants with Modern Baker.

"We know that today’s consumer is increasingly interested in health and gut health and we look forward to working with Modern Baker to grow the current range and innovate with new fantastic tasting products".

Commenting on the news, Modern Baker’s co-founder, Melissa Sharp, added: "Superloaf is the result of six years of nutrition innovation and this licence agreement with Hovis is a huge opportunity to make a health-positive impact on the UK’s staple food at scale.

"Hovis is a brand synonymous with quality, not to mention a national treasure, and therefore the obvious partner for our ambition to place the UK at the centre of nutrition innovation."

Just Food has asked the baked goods major to confirm when the first products will be on the market and at which facilities they will be produced.

Hovis operates 11 bakery facilities across the UK, including in London, Belfast, Scotland and Bristol.

The company has made numerous entries into healthier bread over the past decade, including its partnership in 2016 with The Chia Co. to produce a Seed Sensations Chia bread loaf, as well as its entry into the sandwich thins segment in 2015.

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