Allied Bakeries, a leading supplier of bread and bakery
products, and owners of the brands Kingsmill, Burgen, Allinson and
Sunblest, has today unveiled an exciting new look and marketing
campaign for the Allinson brand. The rebrand includes the launch of
the Allinson Brown Batch with the taste of Sourdough loaf.
Allied Bakeries is revitalising the 120-year-old Allinson brand for
the first time since 2008, giving the brand more stand out in a
highly competitive market. As part of the rebrand Thomas Allinson,
the founder of the brand, will also be re-introduced on the pack
and through the advertising. A pioneer of healthy eating,
Thomas Allinson's belief in good nutrition, wholesomeness and high
quality food still inspires the brand today.
Allied Bakeries is looking to drive category growth in Wholemeal,
which makes up 20.6% of all bread sales[1], by reinvigorating the brand and expanding its
product range to offer a new and tastier way to enjoy brown bread.
The new brown batch loaf has the taste of sourdough and will target
consumers with a desire for wholesome, hearty and tasty
bread.
Ellen Bailey, Allinson Brand Manager for Allied Bakeries, explains:
"Over the years much of the brand's heritage has been lost,
resulting in a lack of character and recognition amongst
consumers. We have been inspired by the original packaging
designs, advertising and trademarks from the Victorian era, and
brought them up to date for the 21st century,
capitalising on the recent trend for all things Victorian."
The re-launch and new product development will be supported by a
marketing campaign to help build brand equity and drive awareness,
including national print advertising to tell the story of Thomas
Allinson's vision for wholesome living.
Inspired by traditional Sourdough, Allinson has created a wholesome
modern version of the bread. With the benefits of whole grain, NEW
Brown Batch with the taste of Sourdough is made with a blend of
wholemeal and white flours and has a delicious tangy sourdough
taste. What's more, it's free from artificial preservatives and
just two slices a day provides you with 65% of your daily whole
grain[i].
Allinson's new Brown Batch with the taste of Sourdough comes in a
750g loaf, dressed with flour and thick sliced and is available
from Morrisons, Tesco, Asda and Sainsbury's in September
2011.
[1] Nielsen data 52 w/e 9 July
2011
[i] *Based on 2010 US Dietary
Guideline of 48g whole grain a day