Allied Bakeries has revamped its Allinson brand and launched a new Brown Batch loaf to mark the occasion.

The relaunch, which includes a new look and marketing campaign, aims to recapture some of the original heritage and character of the 120-year old bread brand.

A new loaf - the Allinson Brown Batch, “with the taste of a sourdough loaf” - will accompany the launch of Allinson’s first brand revamp since 2008. The firm hopes the addition will help drive the Wholemeal category, which makes up 20.6% of all bread sales (Nielsen data 52 w/e 9 July 2011).

The firm said the loaf is made with a blend of wholemeal and white flours and delivers a tangy sourdough taste.

The new look packaging will feature the founder Thomas Allinson, who will also feature in national print advertising, telling the story of his vision for wholesome living, said Allied.

“Over the years much of the brand’s heritage has been lost, resulting in a lack of character and recognition amongst consumers,” commented Ellen Bailey, Allinson brand manager for Allied Bakeries.

“We have been inspired by the original packaging designs, advertising and trademarks from the Victorian era, and brought them up to date for the 21st century, capitalising on the recent trend for all things Victorian.”

The Brown Batch will be available in a 750g format from Morrisons, Tesco, Asda and Sainsbury’s from September.