UK

The deal, which was first agreed in August 2025 and cleared by the UK Competition and Markets Authority in June 2026, brings together well known packaged bread brands including Hovis and Kingsmill under a single UK bakery platform that ABF says will focus on revitalizing brands.

The new SKU is made using the brand’s signature slow fermentation process and contains just four ingredients: flour, water, salt and fermented wheat flour, delivering a golden, crunchy texture when toasted.

The Hello Kitty cake adds to Finsbury Food Group’s broader strategy of expanding its licensed celebration offerings for major retailers and foodservice customers across the UK and Europe

The collaboration brings together AB Mauri’s expertise in fermentation and bakery ingredients with BAKO’s extensive distribution capabilities.

The proposed divestment is intended to resolve potential issues related to market concentration in the supply of frozen bakery products and pave the way for completion of one of the European bakery sector’s most significant transactions.