The baker is launching a new Bread to Savour range of gourmet loaves, backed by a £1m marketing spend, and re-branding its core offering.
The new range (rsp: £1.89 each) includes three premium offerings with added ingredients. Soft white loaves Cheese & Pickle and Rosemary & Sea Salt include their namesake ingredients, as does Honey & Wholemeal.
Also new is a premium sliced range and an Allinson
Sunflower Maltigrain offering, as is new transparent packaging.
Spokeswoman Dawn McGiveron said the new offerings had the feel of bread from a small, local bakery.