James Howat is a Bakery Specialist with over 25 years of experience in the industry, bringing deep expertise across both traditional and modern bakery practices. Having initially worked as a chef and later studying Food Science and Technology Management, his passion for the science behind bakery—particularly bread—was ignited during his time in the sandwich manufacturing sector. He subsequently moved to a large bakery in the north of England to further hone his technical skills and deepen his practical knowledge.

In recent years, James has focused on functional ingredients, sourdough, and the growing intersection between bakery and health, reflecting evolving consumer demands. Currently a Product Manager at Asda within the Bakery team, he leads on consumer insight, new product development (NPD), and product launches, combining technical expertise with strong commercial awareness.

Alongside his broader responsibilities, James is the category lead for seasonal bakery lines, including hot cross buns and mince pies—areas in which he has developed significant expertise over many years. He is passionate about balancing heritage techniques with modern nutritional trends, translating insight into successful, high-quality products at scale.