UK-based 2 Sisters Food has entered into an agreement with Premier Foods for the production, distribution, sales and marketing of its Hovis Breakfast Bakes breakfast biscuits range in the UK and Ireland.
The agreement, which will run for an initial period of five years from 1 August 2013, marks an important step for 2 Sisters Food as it intends to diversify and innovate within new food categories.
The three varieties of Hovis Breakfast Bakes; Malted Crunch; Oats & Honey; and Milk & Oats; will be manufactured at the Fox's Biscuits facility in Uttoxeter, Staffordshire. The agreement also provides for other healthier biscuit options to be developed under the Hovis brand in the future.
2 Sisters Food stated that by combining health credentials of the Hovis brand with the expertise of Fox's Biscuits, both companies cater to busy consumers with a healthier biscuit alternative and grow the category further.
Fox's Biscuits managing director Colin Smith said that this agreement will enable both companies to be part of a relatively new and growing category.
"We see enormous potential to grow one of the nation's favourite brands, which has such a strong association with natural ingredients and goodness, in the biscuits sector."
"We will look to create new varieties within the current Hovis Breakfast Bakes range as well as innovate with new products," Smith added.
Premier Foods Bread Division business unit director Simon Devereux said" "This licensing agreement is an excellent way for us to extend the Hovis brand into adjacent categories."