The owners of Hovis and Kingsmill are said to be looking at a merger, as the country loses its appetite for pre-sliced bread brands amid warnings over ultra-processed foods.
The Allied Bakeries business markets bakery products under brands including Kingsmill, Sunblest and Allinson’s. It also supplies UK retailers with private-label products.
Its owner Associated British Foods told shareholders: “Allied Bakeries continues to face a very challenging market. We are evaluating strategic options for Allied Bakeries against this backdrop and we remain committed to increasing long-term shareholder value.”
It has confirmed that it is in talks with Hovis owner Endless LLP
Hovis was founded in Macclesfield in 1886
The name Hovis comes from a competition to give the company a name. Student, Herbert Grime, came up with idea Hovis, derived from the Latin ” hominis vis”, the strenth of man, to portray the bread as a health benefit.
The company are known for a 1973 advert directed by Ridley Scott, that showed a young baker’s apprentice freewheeling down Gold Hill, Shaftsbury, and pushing his bike all the way back to the top and then repeating. It has been voted Britain’s favourite advert of all time.
