Exclusive Sheila Eggleston Westmill Foods hopes to revolutionise the art of speciality bread making with its new Allinson Just for Bread. Aimed at making home made bread easier and quicker, each box contains sachets of the right amounts of all the ingredients to make a large loaf ­ including yeast and oil. Marketing director David Reay said: "It's for people who don't want to go through the process of making bread from scratch. It combines convenience with quality, and costs less than a loaf in an instore bakery section. This makes one loaf, and all you need to add is water and the flour of your choice." It comes in four varieties: sun dried tomato and basil; cheese, chive and onion; date, raisin and apricot; and a blend of sunflower, sesame and pumpkin seeds. Rsp: 89p. Recipes have been developed in conjunction with professional baker Dan de Gustibus, and the loaves can be made in bread making machines and conventionally. Reay is confident it will be taken up because of the convenience factor, and recommends stocking among the bread flour mixes where it will encourage flour sales. It will be available from October nationally. - The company is also running an on pack promotion across its Allinson bread flour range. From October, in exchange for five tokens, consumers can get a free Italian cookery video. The promotion will be aired on Carlton Food Network and Allinson's web site. {{P&P }}

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