Company: Allied Bakeries
Rsp: £1.35 / 800g loaf
Competition: Hovis Hearty Oats
The sell: The vitamin D fortified loaf will fill a gap in the market for a healthy bread that doesn’t compromise on taste

The consumer
I like to think I know my granary from my farmhouse, so was looking forward to trying this new healthy option. It has a strong, nutty flavour and the crunch and taste of the added poppy seeds is really interesting. A good choice for those who like light, white bread, but it lacks the substance and satisfaction of a brown or wholemeal option. Three stars (out of five)
Sophie Wadleigh, social worker, Brighton

The expert
As a wholemeal and granary bread purchaser, I found this loaf to be a slight break from the norm. The taste was wholesome, light and flavoursome with a seeded hint. With a high protein content, this loaf suits the health conscious and adds complex carbohydrates and fibre to its health arsenal. A slice of this loaf would suit a "made at home" sandwich as well as your morning toast and tastes more natural and less processed than its ever-growing competitors. Four stars
Geraint Hughes, category manager, Capper & Co

The Grocer
Allied Bakeries is pitching its Burgen Buckwheat & Poppy Seed loaf as a better-for-you product ­ providing 30% of a consumer's recommended daily allowance of calcium and vitamin D in two slices but I'd recommend it on taste and texture alone. The poppy seeds add an interesting twist, while also giving the soft slices some crunch, and it works particularly well toasted. Four stars
Vince Bamford, food & drink editor

Topics