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Guardian
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Crumbs! How Britain fell out of love with the sliced loaf
- The popularity of the packaged sliced loaf in Britain has been declining, leading to pressure on famous brands like Hovis and Kingsmill.
- Endless, the owner of Hovis, is in talks with ABF, the owner of Kingsmill, for a possible merger due to years of financial struggle.
- The packaged bread industry is facing challenges due to rising costs, competition from other food options, and changing consumer preferences.
- Sales of sliced loaves have dropped by 15% in the past five years, while alternative bread options like flatbreads and pittas have seen an increase.
- Supermarkets are reducing shelf space for branded bread, leading to more focus on supermarket own-label bread products.
- Consumers are shifting towards premium and artisanal bread options like farmhouse loaves and sourdough, impacting sales of traditional sliced bread.
- Hovis and Allied Bakeries (Kingsmill) are facing losses despite high sales, with competition from Warburtons, the UK's leading bread brand.
- A possible merger between Hovis and Allied is seen as a way to restore profitability and ensure long-term viability in the declining packaged bread market.
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