Allinson’s is looking to premiumise the white bread category with its new Serious White with Sourdough loaf.
The product is made with 12% rye and wheat sourdough and joins Allinson’s Champion Wholemeal and Allinson’s Scandalous Seeds Wholemeal.
The 550g Serious White loaf product is rolling out to Spar and Co-op-supplied stores now with an rrp of £1.35. The bread comes wrapped in Allinson’s paper packaging.
Matthew Cullum, director of marketing at Allied Bakeries, said: “As a brand offering premium, high quality ingredients, Allinson’s continues to build on the surge in popularity we have seen for premium breads”.
“Since launching our new-look Allinson’s in 2017, the brand has performed exceptionally well and has been the fastest growing brand in bread and bakery with value sales up 40% year-on-year and volume up 25% year-on-year, significantly ahead of category (Nielsen Scantrack, Total Coverage, YoY % Change, 52 w/e 23 March 2019).”