Organic loaf joins the JKR/ Allinson fold

ALLIED BAKERIES is to launch a new Allinson Organic loaf, with an identity created by Jones Knowles Ritchie, as part of an assault on the £191m wholemeal bread market.

The development is part of a new JKR-created family brand for the Allinson bread range, which aims to emphasise core values of health and naturalness. Packaging comes as a transparent window bag, making the product’s appearance a selling point.