Allied Bakeries invests in ‘healthy white’ bread

By Kacey Culliney

- Last updated on GMT

Related tags: Breads, Bread, Marketing, Allied bakeries

Allied says there are opportunities in the roll segment
Allied says there are opportunities in the roll segment
UK firm Allied Bakeries has launched a high fiber white bread loaf and roll line under its Allinson brand to target huge opportunities in the healthier white segment, its brand manager says.

It has launched a high fiber 800g white bread loaf and high fiber white and whole meal rolls in four packs.

The UK firm has developed the breads using an ultra-fine wheat fiber to increase the fiber content to that of a whole meal product.

Allied Bakeries said the new product development (NPD) was prompted by consumer research that suggested a demand for tasty, healthy family options. It added that rolls have become increasingly popular given the trend of more in-home lunches and evening meals.

Guy Shepherd, category director at Allied Bakeries, said: “The healthier white segment presents a huge opportunity, which is why we’ve invested in not only the brand but developing our NPD. Our research shows that high fiber white is seen as innovative and unique. There currently isn’t anything else like this being produced by any other major branded bread manufacturer.”

“We’ve had positive feedback from consumers who like white bread but who also want the health benefits of whole meal. This loaf is genuinely new and different and will help to attract new buyers to the sector,”​ Shepherd said.

bread_Allinson Highfibre White 800g 405028 LOW RES

Marketing push

The NPD will be backed up with a £1m ($1.57m) marketing campaign including its first TV advert in 10 years, a full packaging re-design and refreshed website.

The campaign will promote the ‘wholesome and hearty’ qualities of the range, Allied Bakeries said.

Its packaging redesign uses a bright and colorful design that aims to make the brand stand out from other products on the shelf. The re-design has been rolled out across its entire range.

Related news

Show more

Related products

show more

Join our Big Ideas Webinar – don't miss out!

Join our Big Ideas Webinar – don't miss out!

Amcor | 11-Nov-2022 | Event Programme

Benjamin Punchard, from Mintel, has over 13 years of experience in the packaging world and 10 years creating and delivering packaging based market insights....

A Baker’s Hero: Vital Wheat Gluten

A Baker’s Hero: Vital Wheat Gluten

Cargill | 25-Oct-2022 | Technical / White Paper

From formulation to finished product, vital wheat gluten is a true superhero when it comes to the bakery. Learn how this humble, plant-based protein rose...

Enhance the shelf life of baked goods now!

Enhance the shelf life of baked goods now!

Mane Kancor Ingredients Pvt. Ltd. | 19-Oct-2022 | Technical / White Paper

Fats in baked foods influence its softness and flavour, however it is also prone to acceleration of oxidation under high temperatures leading to rancidity...

Sugar reduction and alternatives guide

Sugar reduction and alternatives guide

Cambridge Commodities | 28-Sep-2022 | Product Brochure

Cambridge Commodities has selected a number of sugar alternatives including food-based alternative sweetening products, sweeteners of natural origin, and...

1 comment

Trash

Posted by doughboy,

What is the difference in the quality of this product? Fiber is contained in the kernel of the wheat so what makes this loaf different from any full fiber loaf?

Report abuse

Follow us

Products

View more

Webinars