Hovis announces partnership with health-focused start-up

Bread giant Hovis has announced an exclusive brand licensing agreement with Modern Baker, a start-up based in Oxford.

The agreement will run for three years and will see the brands working together on the manufacture, development and distribution of new bakery products.

Hovis has worked with Modern Baker since April 2023, focusing on the manufacture and distribution of its Superloaf and Super Bakery range across the UK and Ireland. The partnership saw the start-up work with Hovis’s R&D team to develop and make its gut-health loaf at scale.

Hovis stated that the new licensing agreement was a natural progression for the business, allowing it to utilise its vast experience in bread-making to launch new products that complement its existing portfolio.

Modern Baker is known for its “health-plus” approach, and the new agreement will see the brands working together to create new bread recipes that will appeal to health-conscious consumers.

“The new licensing agreement is an exciting step for Hovis. 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,” said Jon Jenkins, CEO of Hovis.

“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’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.”