Allinson’s Bread is launching a new range of Heat & Eat batch-baked bread rolls.
The range will debut with two variants: Champion Wholemeal & Rye and Scandalous Seeds Wholemeal.
Champion Wholemeal & Rye rolls consisted of a “delicious wholegrain blend”, while Scandalous Seeds Wholemeal rolls featured five different seeds and grains “to give body, bite and flavour”, said Allinson’s.
They require five minutes in the oven, which it said would result in “a deliciously crispy crust and soft warm inside”. The rolls can also be baked from frozen.
They will roll into Tesco on 5 September and Asda on 28 September (rsp: £1.65/4x80g).
The flavours mirrored those available in the brand’s core range of batch-baked sliced bread and featured “quality ingredients to deliver on consumer demand for exceptional flavour and texture”, said Allinson’s.
Allinson’s marketing manager Anna Millichamp added the NPD offered “consumers seeking pure food enjoyment the unmatched experience of tasting bakery straight from the oven”.
Heat at home was “an untapped area for premium breads, with a lot of growth potential”, said Millichamp.
The new launches met “a desire for quality and convenience in tough times” and set the stage for further growth in premium breads, she added.
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