Hovis is investing in advanced AI technology to transform productivity at its UK bakeries.
The bread brand confirmed it has teamed up with Sheffield-based tech firm IntelliAM on a full deployment of an asset management platform across multiple sites.
According to Hovis chief operating officer Chris Bradley, the strategic partnership is expected to deliver tangible results within the first year and help accelerate the company’s journey towards AI-powered, proactive manufacturing excellence.
“By integrating intelligent systems across our bakeries, we’re enhancing reliability, minimising disruptions, and empowering our teams to deliver consistent quality,” Bradley told British Baker. “This strategic partnership marks a significant step forward for our business, ensuring we remain a trusted choice for customers and continue to set new standards in UK baking.”
IntelliAM first visited Hovis sites in south London, Nottingham, and Glasgow just over a year ago to identify the assets whose failure would bring factories to a standstill. “Our technology doesn’t just monitor performance, it self-learns, meaning that with every data cycle, the AI becomes more intelligent – adapting to each machine’s unique behaviour and identifying subtle shifts long before a fault occurs,” commented IntelliAM CEO Tom Clayton.
The application of the asset management platform enables Hovis engineers to make confident, insight-led decisions. When the technology predicts intervention is needed, they can act and in doing so cut downtime and keep production moving.
“AI and machine learning aren’t distant technologies, they’re here now, transforming how food and drink is made,” noted Clayton. “The ‘art of the possible’ is already becoming reality in modern manufacturing, and when these intelligent systems are integrated into factory operations, they don’t just improve efficiency, they redefine what performance and innovation look like for the industry.”
IntelliAM was founded in July 2023 and completed its IPO on the Aquis Stock Exchange a year later. It is underpinned by the strong technical foundations and manufacturing expertise of 53 Degrees North, which is also based in Sheffield and acts as its engineering consultancy division.
It reported a standout year of growth in its latest trading update for the year ended March 2025, including increasing annual recurring revenue by 400% and rising pro-forma revenue by 39% to £3.9m. Among its customers are bakery ingredients supplier ADM as well as major food and drink producers including Diageo, Mars, Müller, and Weetabix.
“We bring together deep domain expertise and scalable AI technology to enable forward-thinking manufacturers like Hovis to build smarter, more resilient operations for the future,” said Clayton.
Hovis has its headquarters in High Wycombe and employs 2,800 people across eight manufacturing sites, a flourmill and three distribution centres. Along with south London (Mitcham), Nottingham, and Glasgow sites, its bakeries are in Bradford, Golborne, Wellingborough, Avonmouth, and Belfast.
In August its owner, private equity firm Endless LLP, agreed to a takeover offer from Kingsmill owner Associated British Foods, with Hovis CEO Jon Jenkins stepping down the following month after three years in the leadership role.
With the proposed acquisition currently being probed by the Competition and Markets Authority, Hovis has continued to launch new products including entering the sourdough market with a sliced cob range.
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