Burgen's Sprouted Grains Soya & Linseed loaf in recyclable packaging

Source: Allied Bakeries

This iteration of the brand was launched in 2021

Allied Bakeries has ceased production of the Bürgen bread brand after 25 years in the UK.

The business confirmed to British Baker’s sister title The Grocer that production of Bürgen was ceased in September as it has taken the decision to focus on “core volume lines to maximise production efficiency”.

The move first came to light on the KingsmillCare Twitter account in response to a consumer query asking where it is stocked after disappearing from their local Sainsbury’s store.

KingsmillCare replied: “Hi, thanks for getting in touch. Unfortunately, Burgen bread has now been discontinued. we are really sorry that this isn’t the answer you were hoping for! Best wishes, the Kingsmill Team”

According to Bürgen’s website, the brand was previously listed in Sainsbury’s, Ocado and Nisa.

It was first launched in the UK in 1997. Allied, which also manufactures Kingsmill, Allinson’s and Sunblest, had been trying to breathe new life into Bürgen with several revamps in recent years. A relaunch in late 2018 included a packaging overhaul and celebrity partnerships as part of a campaign called ‘Discover Bürgen’. It saw TV presenter Mel Sykes and Harley Street nutritionist Rhiannon Lambert star in a content series designed to educate consumers on seeded breads.

Another revamp came in mid-2021. It included ‘sustainably sourced recyclable packaging’ alongside NPD in the form of Soya & Linseed and Oat & Quinoa Sprouted Grains loaves as it looked to tap into consumer demand for health-focused bread. Both 575g loaves were baked with one quarter sprouted wholegrain flour and provided a source of fibre and protein, as well as vitamins B12 and D. They were described as packed with natural seeds and grains, and 100% plant-based.