Allied Bakeries has launched a new product range and full rebrand across its Allinson’s wholemeal bread label, along with a new size of loaf that has specifically been designed to meet the needs of smaller households.
The entire new-look range will be available in a 650g loaf of 12 slices each, with research and analysis determining that this was the perfect number of slices for the brand’s target consumer. The brand hopes that the format will help shoppers to reduce waste, as well as maximising freshness.
The full range features Allinson’s new brand identity and packaging design, which elevates the quality and craft credentials of the brand to appeal to the more discerning consumers. The redesign will also allow Allinson’s to achieve optimal visibility on supermarket shelves.
The range will include four different loaves, batch baked in their own unique tin with flour from Allied Bakeries’ own mills. There are also three new variants being introduced to the Allinson’s line-up: rustic white (with a hint of sourdough), seeds and grains, and signature seeded will join the classic wholemeal recipe.
Allied Bakeries marketing director Janene Warsap said: “We’re seeing significant growth of smaller households, who are looking for greater variety and freshness. We wanted to give consumers more of what they love while meeting their needs – the perfect amount of bread to enjoy through the week and an optimum-quality product experience.
“Our new range is perfectly suited for the modern consumer, both in terms of new flavour variants and loaf size.”
With 62% of consumers happy to pay more for better quality, according to figures from IDG, Allied Bakeries category director Zoe Taphouse believes that Allinson’s presents a huge opportunity for the category to bridge the gap between wrapped bread and craft bakery.
“This is a really exciting time for bakery with consumers looking for more variety to suit their lifestyle needs,” she said. “The rebrand of Allinson’s puts the brand front-of-mind in the category, reminding both consumers and retailers that quality bakery options are hugely popular. The new loaf size is a true innovation based on customer insights and we are excited to bring to market a totally new option to the market that is the perfect size for the Allinson’s consumer.”
Allinson’s new product range, complete with design from BrandOpus, will be available UK-wide at multiple grocers and convenience retailers from 9 January.
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