Allinsons White Sourdough 650g

Who: Allied Bakeries

What: Allinson’s Serious White with Sourdough

Where: Wrapped bread

How much: £1.35 for 550g

Why: Bread has struggled in recent years to add significant value as shoppers have turned their backs on processed food and carbs. In fact, nine of the top 10 brands sold 86.5 million fewer units between them over the past year [Nielsen 52 w/e 16 March 2019]. Amid the downturn, grocers have rationalised their wrapped bread to focus on premium lines. Allinson’s moved in May to tap that trend with this SKU.

Consumer verdict: Many shoppers were keen to try this loaf, and buying intention barely dropped after testing. The main attractions were the “wonderful light texture”, “gorgeous flavour” and “good thickness”. The price, relative to other sourdough, was praised, while health was the highest-scoring key metric. This helped the product achieve the overall category norm in spite of criticism such as “very salty” and “very dry”.

Pre-trial purchase: 50%

Post-trial purchase: 48%

Better than what’s out there: 52%

New and different: 56%

Overall score: 40/50