Allied Bakeries is hoping to “breathe new life” into its Burgen brand with a major revamp, including a packaging overhaul and celebrity partnerships.

The campaign, called #DiscoverBurgen, is rooted in consumer health as Allied said it was looking to debunk myths around bread and raise awareness of Burgen’s benefits.

It will feature TV presenter Mel Sykes alongside Harley Street nutritionist and founder of Rhitrition, Rhiannon Lambert. Both ambassadors will star in a content series designed to educate consumers on seeded breads.

As part of this, Allied is set to open the Burgen Bakery Café for a limited time in 2019. The pop-up will offer consumers a “fully immersive brand experience”, recipe tasting and health talks.

“With seeded bread in strong volume and value growth, now is the perfect time to make a significant investment in the Burgen brand and its long-standing history of delivering a great-tasting loaf with genuine health benefits,” said Kate Hope, brand manager at Allied Bakeries.

“Fifty-five per cent of UK consumers consider nutritional ingredients one of the top three most important factors in a purchase decision, with 23% considering this the most important factor. It’s now more important than ever for brands to listen to what consumers want – and deliver accordingly.”