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.