Bread brand Allinson’s has launched a new premium product range, said to be inspired by the pioneering spirit of the brand’s founder Thomas Allinson.

The new range offers a selection of craft-inspired loaves. Cut and dressed by hand, the range is designed to provide the best bread experience within the wrapped bread segment, bridging the gap between in-store bakery while providing the shelf life of wrapped bread. It is targeted at consumers who want to enjoy the taste and premium quality of in-store bakery everyday, rather than just at the weekend.

Initially available in three skus - 10 Seeds & Grains, Olive & Rosemary and Honey & Wholemeal - the variants are each available in an unsliced 410g cob.

The new year will also see the existing Allinson’s range move to a unique paper packaging with a new pack design.

Matthew Cullum, Head of Marketing at Allied Bakeries says: “Since launching our new-look Allinson’s brand in early 2017, we have seen a positive response to the innovative pack format designed for smaller households, as well as affirmation of Allison’s taste credentials and strong levels of loyalty. We have built distribution over the last 12 months for a more premium product at a higher price point, with volumes in early November up over 200%* compared to the first weeks of sale in January.

“We are now excited to introduce our new product range to the market, building on the surge in popularity we have seen for artisanal produce. This trend is being played out in-store across other categories such as beers, tonics and tea, and Allinson’s is the brand to bring better bread to the wrapped bread fixture.”

The new and existing range will be supported through a full advertising campaign and in-store communications to build momentum.

Cullum added: “The Thomas Allinson story is a unique tale of a rebel baker who stuck to his principles in order to deliver the best bread. Our new range and campaign draw on his pioneering spirit and personality to continue his legacy of delivering the best bread, everyday”.

Allinson’s new product range will be available nationwide from January 2018, with a RSP of £1.89.