Allinson bread is to be advertised on TV for the first time in 10 years as Allied Bakeries attempts to halt sliding sales.

The ad is part of an £1m investment to boost the brand, which has fallen 26.1% year-on-year to £13.1m in a market down 1% [Nielsen 52 w/e 13 October 2012]. Allied admitted wholemeal brand Allinson - once known for its ‘nowt taken out’ tagline - was in danger of being forgotten.

The £580,000 TV push will air for three weeks from 18 February and promote NPD including the high-fibre white bread (rsp: £1.59/800g) that rolled out last month. Four-packs of Allinson wholemeal and high-fibre white easy-tear rolls (rsp: £1) roll out in February.

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