Following strong results from parent company Associated British Foods (ABF), Allied Bakeries is relaunching the Allinson brown bread range with new branding, packaging and products.

ABF posted a 5% rise in profits worth £282m in the 24 weeks to March 1, thanks to an improved showing from Allied, as well as strong results from Primark.

The company said that there had been a "major improvement" in Allied’s performance thanks to an autumn price increase, higher volumes following the relaunch of Kingsmill and operational improvements, although chief executive George Weston warned that a further price increase was required.

The relaunch of Allinson aims to continue the improvements in Allied’s fortunes, with the established wholemeal loaves joined by two new 800g products - Sunflower & Pumpkin Batch and Malted Harvestgrain Batch.

The range will also sport new branding and packaging and will be supported by a £2m marketing campaign.

"We have achieved tremendous success to date with the Allinson brand, achieving a 6.2% share of the premium sliced bread market, a segment worth £336m," said marketing director Jon Wilson. "The new range is designed to appeal to the more affluent, younger and discerning consumer who is attracted to the ’premium with bits’ sector."

ABF’s grocery division, which includes bakery, saw operating profits rise 38% from £64m to £88m in the first half, with revenue up 17% to £1.4bn. Total group revenue rose 15% to £3.71bn.