Product positioning and formulation highlights include the use of 100% wholegrain oats in the biscuit base and a white chocolate flavour coating rather than a plain sugar glaze
The acquisition brings together Brace’s regional heritage and brand recognition with BPO’s growing experience of investing in British food businesses, including its recent acquisition of Roberts Bakery in 2025.
The landmark decision clears the path for ABF, which owns the Kingsmill brand, to finalize its acquisition of Hovis from the private equity firm Endless LLP.
The move brings together Bühler’s global processing expertise and Endeco’s engineering and project delivery experience in the UK and Ireland.
The new SKU builds on the success of the brand’s existing Rye & Wheat and Seeded Rye loaves, tapping into rising shopper demand for everyday breads that combine health credentials with great taste, convenience, and versatility.