allinson bread

Allied Bakeries is revamping Allinson with three new premium variants, new packaging and a smaller loaf size, in the latest stage of the bakery’s million-pound revamp of its bagged bread portfolio.

The range will be expanded from 9 January with the addition of Rustic White, Signature Seed and Seeds & Grains variants, meant to tap the recent growth in seeded bread, which suited consumers’ “evolving tastes and greater desire for interesting tastes and textures”.

The refresh will also see loaf size cut from 800g to 650g, the equivalent of four fewer slices, which is meant to better suit smaller households and reduce food waste. Of Allinson’s two current wrapped variants, the smaller, 12-slice format will apply to Wholemeal, while Seeded Wholemeal will be discontinued.

To emphasise the lineup’s ‘quality and craft credentials’, Allied has redesigned the packaging and set an rsp of £1.35 for the new-look range. Previously, an 800g of Classic Wholemeal was on sale at an average of £1 in the mults.

The brand’s name will also change as part of the repositioning, from Allinson to Allinson’s. This was meant to evoke founder Thomas Allinson’s “passion for quality and refinement”, said Zoe Taphouse, Allied category director.

The revamp would help Allinson “live up to its proposition” as a bridge between wrapped bread and in-store bakery, she added.

The changes to the Allinson portfolio come after Allied unveiled a new look for its Kingsmill brand last month.