Allinson’s joins sourdough boom with new white loaf

Allinson’s has become the latest packaged bread brand seeking to tap consumer interest in sourdough.

The Allied Bakeries-owned brand is to roll out Allinson’s Serious White with Sourdough, which will replace the current Serious White loaf in the Allinson’s range. It launches initially next week into Co-op, Spar and Ocado (rsp £1.35 for a 550g loaf) and will roll out to Sainsbury’s in May and Asda in June.

The loaf contains 12% rye and wheat sourdough, which Allied said would enable consumers to enjoy “a fuller sourdough flavour whilst still having a bread that can be eaten every day”.

Citing data from Mordor Intelligence, the company reported the sourdough market was forecast to have a compound annual growth rate of 6.9% by 2024, adding that consumer demand for the distinctive flavour of sourdough showed no signs of slowing down.

Other wrapped bread brands have embraced interest in sourdough: Warburton’s has launched a sourdough Toastie loaf containing 3% dried sourdough, and artisan-style loaves; Hovis a white bloomer with 4% wheat sourdough; and Brace’s a number of new loaves containing sourdough.

Allinson’s Serious White with Sourdough will sit alongside the brand’s Champion Wholemeal and Scandalous Seeds Wholemeal, which all feature paper packaging and are designed to offer the visual cues of in-store bakery with the shelf life of wrapped bread. The NPD follows a relaunch of the brand in 2017.

The other loaves in the range – and the former Serious White loaf – are 650g versus the 550g of Serious White with Sourdough. Allied claimed the 550g loaf was the same size and had the same number of slices as Serious White, “but having less dough helps to make the loaf less dense and gives a lighter texture”.

Allied Bakeries marketing director Matthew Cullum said Allinson’s was continuing to build on the popularity of premium breads.

“Since launching our new-look Allinson’s in 2017, the brand has performed exceptionally well, with value sales up 40% year-on-year and volume up 25% year-on-year, significantly ahead of category.”

Allied Bakeries’ parent company Associated British Foods yesterday revealed the business had lost its largest own-label bread supply contract.

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