Allied Bakeries is set to launch a three-strong artisan loaf range under its Allinson brand, which it claims will offer the ‘best bread experience’ within the wrapped bread category.

Available from January 2018, the 410g unsliced range comprises Honey & Wholemeal, Olive & Rosemary and 10 Seeds & Grains.

Allied Bakeries said that the new range would bridge the gap between in-store bakery whilst providing the shelf life of wrapped bread.

Allinson will also see its existing ranges move into new paper packaging with a new design, which has been created by design agency Brand Opus.

“We are excited to introduce our new product range to the market, building on the surge in popularity we have seen for artisanal produce,” said Allied Bakeries’ head of marketing Matthew Cullum. “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.”

Allied Bakeries revealed a strategy last year to transform the packaging bakery market and believed that the wrapped bread category could return to growth.

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