Hovis Bakeries: Can Britain’s biggest bread shake-up revive its struggling loaf market?

The creation of Hovis Bakeries is the latest – and arguably, the most significant – example of that transformation. Hovis Bakeries, therefore, arrives at a time when Britain’s industrial bread sector already looks very different from the one that dominated supermarket shelves for decades. The creation of Hovis Bakeries effectively reduces the UK’s national branded bread market from three major players to two. “The UK plant bread market is in volume decline especially for the standard sliced white loaf,” he says. Old meets new: The former Hovis logo (left) and the new Hovis Bakeries corporate identity launched after the merger with Allied Bakeries.