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Allinson's new four-pack of rolls only require five minutes in the oven to give them a crispy crust and soft warm inside. The rolls, which can be baked from frozen, come in two flavour varieties, wholegrain blend Champion Wholemeal & Rye, and Scandalous Seeds Wholemeal which is comprised of five different seeds and grains. These flavour varieties mirror those available in the brand’s core range of batch-baked sliced bread and feature quality ingredients to deliver on consumer demand for flavour and texture. Anna Millichamp, marketing manager at Allinson’s, said: “Allinson’s Heat & Eat rolls offer consumers seeking pure food enjoyment the unmatched experience of tasting bakery straight from the oven. And all in less time than it would take to boil an egg. No mess, no fuss, a shortcut to an easy, enjoyable meal at any time. “This delicious warm from the oven experience is rooted in simple nutrition, meeting a desire for quality and convenience in tough times, and setting the stage for further growth in premium breads”, she added. The rolls launch in Tesco, Asda, Sainsbury’s and Waitrose stores nationwide this September.