Allied Bakeries set to re-launch Allinson brand

Allinson was established in 1892 and the Allinson brand is now the only bread brand with an exclusive focus on brown bread. The brand also has a rich heritage of using quality ingredients to create their breads.

The re-launched range will build on the brand’s heritage with the removal of artificial preservatives from all recipes and the addition of two new loaves - Allinson Sunflower & Pumpkin Batch 800g and Allinson Malted Harvestgrain Batch 800g - that tap into the growth categories in the ‘Premium With Bits’ segments.

The new Allinson range includes:

• Allinson Wholemeal Batch 800g and 400g
• Allinson Sunflower & Pumpkin Batch 800g
• Allinson Malted Harvestgrain Batch 800g

Commenting on the re-launch of Allinson, Jon Wilson, Allied Bakeries, Marketing Director, said: “We have achieved tremendous success to date with the Allinson brand achieving a 6.2 per cent share of the premium sliced bread market, a segment worth £336 million.

The new Allinson range is designed to drive our leadership further in the premium brown sector and appeal to the more affluent, younger and discerning consumer who is attracted to the premium with bits sector.”

The launch will be supported by a £2million launch campaign that will see the brand featured in continuous national press advertising throughout the course of the year,” he added.