Deal struck with 2 Sisters over Hovis breakfast biscuits
By Laurence Gibbons
- Last updated on
Premier Foods forged a licensing agreement with 2 Sisters Food Group for the production, distribution, sales and marketing of its Hovis Breakfast Bakes range of breakfast biscuits.
2 Sisters will manufacture all three variants of Hovis Breakfast Bakes – Malted Crunch, Oats & Honey and Milk & Oats – at the former Northern Foods Fox’s biscuits plant in Uttoxeter, Staffordshire it acquired in 2011.
As part of the deal, which will run for five years, 2 Sisters will pay a quarterly royalty fee to Premier.
Simon Devereux, business unit director, Premier Foods’ bread division, said: “This licensing agreement is an excellent way for us to extend the Hovis brand into adjacent categories.
“By working with 2 Sisters Food Group and Fox’s Biscuits, we have a partner with the biscuits expertise necessary to take full advantage of the market opportunities.”
In a joint statement, the firms added the move marked an important step for 2 Sisters as it looked “to continually diversify and innovate within new food categories”.