Superloaf by Modern Baker  2100x1400

Source: Modern Baker

Hovis has signed an exclusive three-year licensing agreement with Modern Baker, the Oxford-based start-up behind gut-healthy bread brand Superloaf.

The new deal is said to be a natural progression from the partnership formed a year ago, which enabled Modern Baker to work with Hovis’ R&D team in developing and launching the Superloaf 5.0 – a mass-produced version of the ‘healthiest loaf ever made’. The loaf is co-manufactured and co-packaged by Hovis and sold at M&S stores and via Ocado.

The latest agreement will see the firms collaborate on the development, production, and distribution of unique new bakery products that appeal to the health-conscious consumer while complimenting Hovis’ existing portfolio.

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

“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,” Jenkins added.

Modern Baker’s co-founder, Melissa Sharp, noted that Superloaf had been the result of six years of nutrition innovation. “This licence agreement with Hovis is a huge opportunity to make a health-positive impact on the UK’s staple food at scale,” she said. “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.”

Last September, Modern Baker was awarded a £450,000 grant from Innovate UK to apply its breakthrough Alt-Nutrition ingredient in the formulation of ultra-processed foods including pastries, breakfast cereals, pasta, ready meals, and yoghurts. It marked the sixth successive funding received from the UK’s national innovation agency, bring total investment support to £4m.