Hovis expands IntelliAM AI partnership to advance bakery productivity

Key takeaways

Hovis has expanded its partnership with IntelliAM to bring AI-driven asset management and smart sensor technology to multiple bakery sites.

The partnership aims for full ROI within the first year, following successful initial trials that improved maintenance planning and production reliability.

The move aligns with Hovis’s broader modernization strategy after its recent acquisition by Associated British Foods and ongoing product innovation.

UK bakery brand Hovis is enhancing its productivity by expanding its partnership with tech company IntelliAM. The deal offers a “ninefold” increase on the original 2024 agreement, which delivered reliability consultancy services across three key bakery sites.

IntelliAM will install its AI platform at different Hovis manufacturing sites and integrate smart sensor interfaces on the production units. Operating consultancy services for enhancing reliability, productivity, and asset availability will also be a part of the transaction.

The software company, which offers AI- and machine learning-based asset management for companies, expects productivity improvements for Hovis to deliver “full return on investment within the first year.”

The initial project included reviews and assessments that helped develop customized maintenance plans for focused and data-based improvements in bakery production reliability.

“We are pleased to be making this next step investment in IntelliAM’s services and AI platform, following a detailed analysis of the outcomes from our initial engagement,” says Chris Bradley, chief operations officer of Hovis.

The financial details of the agreement are not disclosed.

Leveraging AI in manufacturing

IntelliAM CEO Tom Clayton says the expanded contract is a “significant milestone” for the company, founded in 2023. The deal corroborates the commercial value of its AI-driven solutions, according to Clayton.

“IntelliAM exists to transform productivity in the manufacturing industry. We are committed to powering a new industrial revolution through AI and machine learning — helping manufacturers tap into billions of machine data points to enable intelligent asset management and deliver transformational change.”

The collaboration follows IntelliAM’s Connected Performance Summit in Sheffield, UK, last month. Over 150 stakeholders from F&B brands such as Hovis, Mars, PepsiCo, Weetabix, Pladis Global, ADM, Purina Nestlé, British Bakels, and Diageo participated in the event to discuss how connected technologies and AI-driven maintenance affect modern manufacturing.

Hovis was acquired by Associated British Foods (ABF) in August to enhance its product innovation capabilities. Hovis joined ABF’s grocery business division, which includes brands like Kingsmill, Jordans, Dorset Cereals, Ryvita, Twinings, Ovaltine, and Silver Spoon as part of the deal.

Hovis recently launched its sourdough cobs in the UK market. The products will be sold at Tesco and Morrisons supermarkets from this month, with more rollouts to follow.