Allied Bakeries is supporting the rebrand of its Allinson bread line with a £1m marketing campaign, the brand’s first TV advert in more than 10 years and new product launches.

The plant bread manufacturer has revealed packaging of Allinson products has undergone a redesign, which has been rolled out throughout the whole product range.

It features a "Flour from our own mills" slogan, a "No artificial preservatives" tick stamp, and a windmill graphic with the year 1892 printed below, which symbolises when Thomas Allinson, the brand’s founder, set up his first flour mill and began to produce wholemeal flour on a commercial basis.

The new-look design will feature on packaging of existing products, as well as new bread products including a High Fibre White 800g loaf, which launched in January, and High Fibre White and Wholemeal rolls, which will be available in packs of four as of this month.

Chris Heyn, group brand manager at Allied Bakeries, said: “The decision to redesign the packaging was driven by comprehensive consumer research, carried out by Allied Bakeries, which found that the Allinson packaging needed to better showcase the delicious taste of the range, while giving it more stand out on shelf. The packaging has performed really well in trials so it’s great to now see it hitting the shelves.”

Allied Bakeries said a new 20-second TV advert, which will run for three weeks from 18 February to 10 March, has been created to build brand awareness. It features a mother and her oldest child teaching the youngest how to pronounce Allinson, and highlights the latest product innovation from the range.  

Heyn addded: “We’re really excited by the prospect of Allinson bread being back on TV after 10 years. Our aim is to remind consumers that we have a great range of products and bring Allinson to the forefront of consumers’ minds with a light hearted and fun advert."