Rolling out now, both Wholemeal and Hi-Bran Allinson loaves sport the company's updated logo and have brighter packs, complete with a window designed to display the products' freshness. Point of sale material will support the new look instore. The company was cagey about details of further marketing support for the brand but confirmed that activity likely to include press ads and posters was scheduled for later in the year.
The new livery brings Allinson into line with Allied's flagship brand Kingsmill. Its Gold version was revamped last month while Plain was updated in May. The company's third big bread brand, Burgen, is set for the same treatment later in the year.
Director of commercial development Dawn McGiveron said Allinson's new design was aimed at driving sales and attracting new consumers to the brand, adding that greater impact on shelf would also result in increased frequency of purchase from existing consumers.
"Many consumers have a greater knowledge of the nutritional values of non-white bread and this will drive trial and purchase in a previously static sector," said McGiveron.
Both Allinson products promise no artificial or GM ingredients, while each slice of Hi-Bran contains 1.9 g of fibre, said to aid digestion.