Associated British Foods has announced that its Allied Bakeries business is investing in growing its healthy bread brand Burgen.

The company, which also manufactures the Allinson and Kingsmill bread brands, will invest GBP200,000 (US$323,510) in a bid to increase awareness of Burgen through a PR and marketing campaign. This is Allied Bakeries’ first investment in Burgen since 2007.

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Allied Bakeries said that it hopes the move will allow it to capitalise on demand for “healthy” baked goods.

The company also announced the launch Burgen Buckwheat & Poppy Seed to its range, a loaf fortified with vitamin D.

Advertisements for the new loaf, as well as Burgen’s Soya & Linseed loaf, will appear in women’s magazines and national newspaper weekend supplements from May.

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