Associated British Foods is set to relaunch another of its bread brands, Allinson.
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The UK-based food group, which earlier this week said the relaunch of its Kingsmill bread had helped boost half-year profits, is going to spend GBP2m (US$4m) pushing the new-look Allinson range.
Under the relaunch, Allinson will become the only bread to focus on brown bread, ABF’s Allied Bakeries arm said.
The range will also include two new loaves – Allinson Sunflower & Pumpkin Batch and Allinson Malted Harvestgrain Batch.
Marketing director Jon Wilson said: “The new Allinson range is designed to drive our leadership further in the premium brown sector and appeal to the more affluent, younger and discerning consumer who is attracted to the premium with bits sector.”
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By GlobalData
