Allied Bakeries unwraps first new weight loaf

By Anne Bruce

- Last updated on GMT

Related tags: Bread

It's a wrap. Allied Bakeries has launched a 750g sourdough loaf.
It's a wrap. Allied Bakeries has launched a 750g sourdough loaf.
Allied Bakeries has introduced a ground-breaking 750g sourdough loaf as part of a major relaunch of its Allinson brand.

The new Allinson product is the first mainstream sourdough plant loaf and also takes advantage of the recent deregulation of EU rules on bread weights.

Since 2009, wrapped bread sold in the UK can now be any weight provided it is clearly labelled.

For 700 years previously, the legal requirement was that bread must be sold in multiples of 400g (or below 300g). That was in order to prevent consumers being defrauded with undersized loaves.

Taste of Sourdough

The new thick sliced 750g Allinson Brown Batch with the taste of Sourdough loaf is made with a blend of wholemeal and white flours and is free from artificial preservatives.

A spokeswoman said that it had the same dimensions as a standard 800g loaf but was lighter as the dough was softer than standard loaves.

As part of the Allinson rebrand and product launch, a marketing campaign has just begun.

Allied is using the 120-year old brand’s founder Thomas Allinson across marketing material while designs from its original packaging and advertising have been updated for the campaign.

National marketing campaign

Activity will include a national press campaign and an online promotion in 2012.

Allied Bakeries, which owns the Kingsmill, Burgen, Allinson and Sunblest brands, said it wanted to offer a new and tastier way to enjoy brown bread.

Ellen Bailey, Allinson brand manager said: "Over the years much of the brand's heritage has been lost, resulting in a lack of character and recognition amongst consumers​."

Related topics: NPD, Bakery

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