Allied Bakeries is hoping a revamped version of its Allinson brand can bridge the gap between wrapped bread and craft bakery.

The Kingsmill owner is rolling out the brand – to be renamed Allinson’s - with three new variants, new packaging and a smaller loaf size. It will be available to grocery and convenience retailers from 9 January 2017.

The new line-up - which will feature Rustic White (with a hint of sourdough), Seeds & Grains and Signature Seeded alongside the existing Classic Wholemeal - has changed from 800g to 650g loaves with 12 slices in each pack.

The design and packaging has been created by agency BrandOpus and would “elevate the quality and craft credentials to appeal to the more discerning consumer”, said Allied.

With 62% of consumers happy to pay more for better quality (IDG 2016), Allied Bakeries’ category director Zoe Taphouse said Allinson’s presented a huge opportunity for the category, and could potentially bridge the gap between wrapped bread and craft bakery.

“This is a really exciting time for bakery, with consumers looking for more variety to suit their lifestyle needs. The rebrand of Allinson puts the brand front-of-mind in the category, reminding both consumers and retailers that quality bakery options are hugely popular,” she said.

“The new loaf size is a true innovation based on customer insights and we are excited to bring to market a totally new option that is the perfect size for the Allinson’s consumer.”

The Allinson’s revamp is the latest in a raft of innovation and activity from Allied, including the roll-out of new-look packaging and NPD under its Kingsmill brand. This included the launch of its Super Toasty loaf.

In November, Allied unveiled a strategy to transform the packaged bakery market – saying it believes the ailing wrapped bread category can return to growth.