UK

The company positions avanté™ 25 as a targeted solution for cakes, donuts, waffles and other sweet bakery formats where sugar plays multiple functional roles such as moisture retention, aeration and crumb formation.

The launch positions the product as a comfort forward extension of the brand aimed at everyday tea breaks and casual sharing occasions.

The launch positions the brand squarely at the intersection of two powerful consumer trends: the enduring love of the classic New York-style bagel and the surging demand for sourdough products across British households.

The watchdog provisionally concluded that the merger is unlikely to raise competition concerns in Great Britain, largely because ABF’s bakery arm, Allied Bakeries, is expected to exit the market if the deal does not proceed.

The gourmet range introduced aims to bring the brand’s signature bold seasoning and premium positioning to corn based snacks.