Allinson’s unveils premium sourdough loaf

Allinson's Serious White with Sourdough loaf

Allinson’s has launched a new premium sourdough white loaf, Allinson’s Serious White with Sourdough.

The 550g loaf rolls out today (29 April) in Co-op and Spar stores at RSP £1.35, wrapped in Allinson’s distinctive paper packaging.

It includes 12% rye and wheat sourdough, and replaces Serious White in Allison’s craft-inspired range where it joins Champion Wholemeal and Scandalous Seeds Wholemeal.

Matthew Cullum, Director of Marketing at Allied Bakeries, commented: “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.”