Design consultancy: BrandOpus
Advertiser: Allied Bakeries

Executive Summary

BRIDGING THE GAP BETWEEN IN-STORE BAKERY AND STANDARD WRAPPED BREAD

Allinson's, a truly authentic 100 year old bread brand, with a pioneering spirit at its heart.

Driven largely by consumption trends around healthier eating, the pre-packaged UK bread market has been in decline for several years. However, bread is still central to home life with nearly every household in England purchasing it regularly, it just seems that shoppers are eschewing mass-produced sliced bread for something more wholesome and artisanal. (The Grocer, Bread & Baked Goods Category Report 2018). Although perfectly placed to tap into this new space, Allinson's were steadily losing ground to other major bread brands and in-store bakeries.

"I think people are looking at bread differently now - it's not just a carrier for other things, it's about the tastes, textures and look of the bread itself. In a jam sandwich the bread is just as important as the jam!" - Asda Master Baker Maddie Munden