Allied Bakeries is targeting the convenience sector with four new loaves.

The new four-strong line-up is available now and comprises an Extra Light Danish loaf (rsp: 85p/ 400g), a Doorstep loaf (rsp: £1.39/ 800g), a Soft White Farmhouse loaf (rsp: 89p/ 400g) and a Soft Malted Grain Farmhouse loaf (rsp: £1.59/ 800g).

The loaves are available only in c-stores at the moment although brand owner ABF said it would launch the lines into the multiples if there was demand.

Guy Shepherd, category director at ABF-owned Allied Bakeries, said that convenience store owners would be able to benefit from the company's policy of delivering directly from the bakery to the stores.

"This means that on average, bread is 12 hours fresher than if delivered first to a distribution centre," said Shepherd. "In a product with a short shelf life this makes a significant difference. The new loaves offer a comprehensive range for various needs. No lines will be delisted to make way for them"

Earlier this month, Kingsmill launched four seeded loaves to tap the trend for healthier bread.