Allied Bakeries is adding two new elements to its Whole White bread ­ a higher wholemeal content and an ampersand in its name. From Monday (August 12), the newly-monikered Whole & White, currently made from one-third wholemeal flour, will have an extra 10%, while new packaging will feature more impactful branding. A spokeswoman said the name change was a response to consumer confusion over the original name's meaning as well as emphasising the extra wholemeal content. A marketing campaign, due to start in two weeks, will support the improved version, with instore activity, radio ads and PR intended to boost awareness, trial and weight of purchase. {{P&P }}