UK: Allied Bakeries launches Allinson high fibre line
The launches will be accompanied by a marketing campaign
Associated British Foods has added to its Allinson bakery line in the UK in addition to launching a GBP1m (US$1.6m) marketing campaign, which includes the first TV ad for the brand for a decade.
The new line, launched yesterday (4 February), includes a high fibre 800g white loaf, with 100% of the fibre of wholemeal, and high fibre white and wholesome rolls. A new packaging design has also been rolled out across the firm's whole range.
The launches will be accompanied by a marketing campaign and television advert to run for three weeks from 18 February.
ABF is competing in what has become a competitive bread industry, dogged by promotions and excess capacity. The company, and competitors like Premier and Warburtons have found it tough to grow profits.
Allinson bread launches NEW High Fibre White loaf and rolls NPD with £1m marketing campaign
4 February 2013: Allinson, one of Allied Bakeries' bread brands, has today announced the launch of a new £1m marketing campaign, including its first TV advertising in over 10 years, new product developments, a packaging redesign and a refreshed consumer website, which heroes the deliciousness of theirproducts.
Promoting the "wholesome and hearty" qualities of the range and putting Allinson bread front of mind, the campaign of activity aims to reinforce the brand's values for baking wholesome and great tasting bakery products.
New product development
High Fibre White 800g
Placing the needs of shoppers at the heart of its new product development - Allinson identified that its consumers, typically female, +45, are striving to give their families great tasting healthier eating options. Recognising this need, Allinson has launched High Fibre White, a white loaf with 100% of the fibre of wholemeal. Looking and tasting just like soft white bread, Allinson High Fibre White is made from ultra-fine wheat fibre so, unlike other healthier white loaves, it contains exactly the same amount of fibre as wholemeal bread.
Available in an 800g format and available from January 2013, the new loaf aims to provide retailers with a unique offering and an opportunity to add growth to their bakery category.
High Fibre White and Wholemeal rolls
Allied Bakeries' consumer insight also indicated a £2.5 million opportunity in the in-home lunch and evening meal market, which accounts for 55% of roll consumption, so have launched exciting and innovative products to capitalise on this.
Allinson High Fibre White and Wholemeal rolls, are the perfect accompaniment to soups and salads or sandwich fillings. They are stamped before baking, making them easy to tear apart and are available in packs of four from February 2013.
In partnership with contagious content, Allied Bakeries is launching its first TV advertising campaign in 10 years. The new 20-second advert features a mother and two children - with the mother and oldest child teaching the youngest how to pronounce the brand name ‘Allinson'. The ad is designed to build brand awareness and drive appetite appeal. It will highlight the latest product innovation from the range.
The advert will run for three weeks from 18 February - 10 March.
Chris Heyn, Group Brand Manager at Allied Bakeries said: "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."
Allinson packaging redesign
Allinson's new packaging, designed by Family (& Friends), reinforces its taste credentials, whilst making it stand out from other loaves on the shelf. The new packaging is bright, colourful, and modern, and has been rolled out across the whole range, including Allinson Wholemeal, Allinson Sunflower & Pumpkin and the new Allinson High Fibre White loaf
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."
Guy Shepherd, Category Director, Allied Bakeries, explained: "With a £3.9 million opportunity, the healthier white segment, presents a huge opportunity, which is why we've invested in not only the brand but developing our NPD
Our research shows that High Fibre White is seen as innovate and unique. There currently isn't anything else like this being produced by any other major branded bread manufacturer and so it has a definite USP. We've had positive feedback from consumers who like white bread but who also want the health benefits of wholemeal, this loaf is genuinely new and different and will help to attract new buyers to the sector."
Original source: Allied Bakeries