Hovis has entered into a new, exclusive three-year brand licensing agreement with Modern Baker to create bakery products that appeal to the health-conscious consumer.
The bread giant has been working with the start-up since April 2023, focusing on the product development, manufacture and distribution of the Modern Baker Superloaf and Super Bakery franchise across the UK and Ireland.
The partnership has enabled Modern Baker to work with the Hovis research and development team to create its gut-health loaf at scale, launching the secret recipe nationwide.
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Hovis said the new licensing agreement is a “natural progression” to launch new products that complement its existing portfolio.
The bread maker’s CEO Jon Jenkins said: “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.”
Modern Baker 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.”
