Allied Bakeries, the UK bread arm of Associated British Foods, has revamped its Allinson brand in a move that will include a new marketing push.

The revamp includes the development of a new loaf and new packaging. The loaf, Allinson Brown Batch with the taste of Sourdough, will be sold in 750g packs at Tesco, Asda, Sainsbury’s and Morrisons.

The Brown Batch loaf is made with a blend of wholemeal and white flours. Allied claimed that two slices a day woudl provide consumers with 65% of their daily whole grain.

Allied’s changes, the first alterations to the Allinson brand since 2008, will also see Thomas Allinson, the founder of the brand, re-introduced onto the packaging and used in the new advertising campaign for the product.

Allied said it was looking to drive growth in the wholemeal sub-category, which it said makes up 20.6% of all bread sales.

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