Britain’s three biggest bakers - Allied, Warburtons and British Bakeries - are hoping to make even more dough by launching new marketing initiatives behind key bread brands.

n Allied is set to be the biggest spender of the three with a £15m Kits for Clubs sportsgear giveaway on Kingsmill fronted by TV presenter Gaby Logan.

n Warburtons has announced a £400,000 ‘Happy Family’ competition based on the card game of the same name, while British Bakeries is throwing £1.5m behind a new Hovis Big and Bouncy thick sliced white loaf.