Healthier eating trends have seen premium bread sales rise and wholemeal bread brand Allinson’s was perfectly placed to capitalise on this. One hundred years ago, Allinson’s founder was one of the first to advocate the benefits of wholemeal, encouraging Victorians to incorporate it into their diets. With this heritage, Allinson’s should have been leading the category, but its pack had little visibility on shelf and the brand was instead experiencing long-term decline. A new brand and packaging design was needed to drive distinctiveness and convince on quality. Evoking the founder’s passion for quality, his pioneering spirit and maverick ambition, the new design takes risks – like implementing paper packaging – and reinforces Allinson’s as a brand steeped in expertise and history. The premium look has elevated the brand’s craft credentials and increased shelf stand. After years of double-digit decline, the redesign led to a year-on-year uplift in value sales of 73% and volume sales of 55% to become the fastest growing bread brand in the category. Distribution is up 11%. And the paper pack design means plastic production is down by 18 tonnes.