Associated British Foods has rebranded its UK bread division as Hovis Bakeries after completing the acquisition of rival baker Hovis Group.
Hovis has now been merged with Allied Bakeries, the UK baking arm of ABF, the Kingsmill owner announced today (8 July).
ABF said the deal would create a "sustainably profitable UK bakeries business for the long term with an enhanced market position".
The company said the combined operations would channel investment into areas of the UK bakery market that are expanding because of "changing consumer tastes and needs, including healthy options".
ABF had struck a deal to buy Hovis from private-equity firm Endless in August last year.