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Allinson’s unveils new bread loaf size designed for smaller households

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Gill Hyslop

By Gill Hyslop+


Allinson's has launched four new 650g artisanal-style bread loaves. Pic: Allinson's
Allinson's has launched four new 650g artisanal-style bread loaves. Pic: Allinson's

The UK bakery has launched a range of 12-slice 650g bread loaves based on customer insights.

The four new variants in the range include Classic Wholemeal, Rustic White (with a hint of sourdough), Seeds & Grains and Signature Seeded.

The size is based on data from Kantar UK Insights that suggests that a 650g loaf better suited smaller households, ensuring the whole loaf was consumed while still fresh and reducing waste, as opposed to the average standard size of 800g.

According to Janene Warsap, Allied Bakeries’ marketing director, the company is seeing significant growth of smaller households who are looking for greater variety and freshness.

“We want to give consumers more of what they love while meeting their needs – the perfect amount of bread to enjoy through the week,” she explained.

Turning artisanal mainstream

A subsidiary of the £12.9bn ($15.86bn) giant Allied Bakeries – that also produces the top 10 UK bread brand Kingsmill – Allinson’s produces a variety of breads intended to bridge the gap between wrapped bread and craft bakery.

Recent research from IDG has found that 62% of UK consumers are happy to pay more for better quality, Warsap contended.

A new look

The company coincided the launch of the new range with a complete rebranding across its full portfolio.

The range features Allinson’s new brand identity and transparent packaging that shows the wholesome loaf inside. The design work and packaging was created by London-based design agency BrandOpus.

 “The rebrand of Allinson’s puts the brand front of mind in the bread category, reminding both consumers and retailers that quality bakery options are still hugely popular,” stated Zoe Taphouse, Allied Bakeries’ category director.

“The new loaf size is based on customer insights and we are excited to bring a totally new option to the market,” she said.

The new loaves are batch baked in their own tins, with flour from Allied Bakeries mills, and contain no artificial preservatives. The range will be available nationwide from January 9, 2017.

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