Serious White with Sourdough available nationwide from 29 April

Allinson’s, the UK’s fastest growing bread brand, today announces the launch of a new premium white loaf made with sourdough, Allinson’s Serious White with Sourdough.

The expertly developed Serious White with Sourdough loaf includes 12% Rye and Wheat Sourdough, allowing consumers to enjoy a fuller sourdough flavour whilst still having a bread that can be eaten every day.

Allinson’s Serious White with Sourdough replaces Serious White.  As the sourdough market is estimated to grow at a CAGR of 6.9% by 2024 and premium supermarket sourdough sales rose by 98% in 2018, the consumer taste for the distinctive flavour of sourdough shows no signs of slowing down.

Serious White with Sourdough joins Allinson’s Champion Wholemeal and Allinson’s Scandalous Seeds Wholemeal. Together they form the craft-inspired range designed to provide great tasting bread with the visual cues of in-store bakery but with the shelf life of wrapped bread.  The new product will appear in Allinson’s distinctive paper packaging and pack design.

Matthew Cullum, Director of Marketing at Allied Bakeries comments, “As a brand offering premium, high quality ingredients, Allinson’s continues to build on the surge in popularity we have seen for premium breads”.

“Since launching our new-look Allinson’s in 2017, the brand has performed exceptionally well and has been the fastest growing brand in Bread and Bakery with value sales up 40% year-on-year and volume up 25% year-on-year, significantly ahead of category”.

The 550g loaf will initially launch on April 29th in Co-op, Spar and Ocado at £1.35 (RRP), continuing to roll out across Sainsbury’s in May and Asda in June.

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