We have been shortlisted for the prestigious CIPD awards

Following the filter judging stage of the 2013 CIPD People Management Awards, Allied Bakeries are delighted to be shortlisted in the Talent Attraction and Management category.

You can find out more about the CIPD awards at http://www.cipd.co.uk/pm/peoplemanagement/b/weblog/archive/2013/06/18/cipd-people-management-awards-2013-unveils-finalists.aspx

Allinson bread launches new high fibre white loaf and rolls

Allinson, one of Allied Bakeries’ bread brands, has today announced the launch of a new £1m marketing campaign, including its first TV advertising in over 10 years, new product developments, a packaging redesign and a refreshed consumer website, which heroes the deliciousness of the products.

Promoting the “wholesome and hearty” qualities of the range and putting Allinson bread front of mind, the campaign of activity aims to
reinforce the brand’s values for baking wholesome and great tasting bakery products.

New product development

High Fibre White 800g

Placing the needs of shoppers at the heart of its new product development – Allinson identified that its consumers, typically female, +45, are striving to give their families great ta ting healthier eating options. Recognising this need, Allinson has launched High Fibre White. Looking and tasting just like soft white bread, Allinson High Fibre White is made from ultra-fine wheat fibre so, unlike other healthier white loaves, it contains exactly the same amount of fibre as wholemeal bread.

Available in an 800g format and available from January 2013, the new loaf aims to provide retailers with a unique offering and an opportunity to add growth to their bakery category.

High Fibre White and Wholemeal rolls

Allied Bakeries’ consumer insight also indicated an opportunity in the in-home lunch and evening meal market, so have launched exciting and innovative products to capitalise on this.

Allinson High Fibre White and Wholemeal rolls, are the perfect accompaniment to soups and salads or sandwich fillings. They are stamped before baking, making them easy to tear apart and are available in packs of four from February 2013.


In partnership with contagious content, Allied Bakeries is launching its first TV advertising campaign for Allinson in 10 years. The new 20-second advert features a mother and two children – with the mother and oldest child teaching the youngest how to pronounce the brand name ‘Allinson’. The ad is designed to build brand awareness and drive appetite appeal. It will highlight the latest product innovation from the range.

The advert will run for three weeks from 18 February – 10 March.

Chris Heyn, Group Brand Manager at Allied Bakeries said: “We’re really excited by the prospect of Allinson bread being back on TV after 10 years. Our aim is to remind consumers that we have a great range of products and bring Allinson to the forefront of consumers’ minds with a light hearted and fun advert.”

Allinson packaging redesign

Allinson’s new packaging, designed by Family (& Friends), reinforces its taste credentials, whilst making it stand out from other loaves on the shelf. The new packaging is bright, colourful, and modern, and has been rolled out across the whole range, including Allinson Wholemeal, Allinson Sunflower & Pumpkin and the new Allinson High Fibre White loaf.

Chris Heyn, (Group Brand Manager at Allied Bakeries) said: “The decision to redesign the packaging was driven by comprehensive consumer research, carried out by Allied Bakeries, which found that the Allinson packaging needed to better showcase the delicious taste of the range, while giving it more stand out on shelf. The packaging has performed really well in trials so it’s great to now see it hitting the shelves.”

Guy Shepherd, Category Director, Allied Bakeries, explained: “The healthier white segment, presents a huge opportunity, which is why we’ve invested in not only the brand but developing our NPD.

Our research shows that High Fibre White is seen as innovate and unique. There currently isn’t anything else like this being produced by any other major branded bread manufacturer and so it has a definite USP. We’ve had positive feedback from consumers who like white bread but who also want the health benefits of wholemeal, this loaf is genuinely new and different and will help to attract new buyers to the sector.”

New careers website launched

Allied Bakeries, part of the Allied Milling & Baking group, has today launched a new careers website.

Nigel Toon, HR Director, Allied Bakeries said:  “We produce 10 million loaves a week and deliver to many of our customers every day. Our people already make a huge difference, but hiring newtalent to strengthen our workforce will be the key to our future growth.”

With 99.9% of the population buying bread on an annual basis, the bread and bakery market is experiencing sustained demand.  However, to keep on top of the competition – Allied Bakeries is investing in its brands, people and infrastructure to drive innovation, meet modern consumer needs and deliver growth for customers.

Nigel Toon continues:  “Now is an exciting time to be joining the Allied Bakeries team.  Our investment programme is now well under way and we’re delighted to say our efforts are already being recognised. Allied Bakeries has recently been named the nation’s Best Baker at the Food Manufacturing Excellence Awards, and Most Desirable Employer at the YourFoodJob awards, the Food Industry People Awards.

“The new careers website has been refreshed to tell the story of who we are and where we’re going. It’s an opportunity for candidates to understand what we offer and how it feels to work here.”

Allied Bakeries’ new £35million Stockport production line unveiled

Allied Bakeries has today unveiled details of a new, state-of-the-art, bread production line in its Stockport bakery.  Revamped as part of a wider capital expenditure programme, the bakery has seen over £35m invested in it over the course of a five-year development scheme.

The investment ensures the bakery is in position for long-term growth, with new technology and processes to improve not only quality but consistency, supporting the manufacturers’ market leading innovation in products and competitive agility.

The new bread production line at Stockport will deliver increased productivity; more streamlined working methods and improved staff performance.

AB Pennine Regional General Manager, Carl Hampson, explains:  “The site has been equipped with the latest technology, which has been designed specifically for Stockport to deliver greater efficiencies.  As well as being more energy efficient, the new plant will reduce waste during the manufacturing process.

“We’ve put a lot of thought into the site build to ensure it can deliver against business objectives.  All our buildings have been designed and constructed around the new bread production line.  Even the layout of the factory has considered all aspects of safety, efficiency and ergonomics during its design to allow greater space for our staff to operate effectively within. ”

As well as optimising the performance of its infrastructure, Allied Bakeries is investing in training its staff to ensure the workforce is in a position to deliver future growth. A five-week training programme has been designed to transform bakery operatives into capable, empowered manufacturing technicians equipped with operational, problem solving and diagnostic skills.

Ongoing investment in the site will see further improvements throughout 2013, including improved staff facilities, raw material storage, vehicle wash facilities and car parking.