# High-Quality Batch Baked Breads The Allinson's Serious White with Sourdough Loaf is Premium By Michael Hemsworth | Published 2019-05-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/allinsons-serious-white-with-sourdough References: [conveniencestore](https://www.conveniencestore.co.uk/products/allinsons-uses-sourdough-for-new-premium-loaf/592836.article) & [allinsonsbread](https://www.allinsonsbread.co.uk) The [Allinson's](https://www.trendhunter.com/trends/allinsons-heat-eat-rolls) Serious White with Sourdough loaf is the latest product from the brand that aims to provide a more premium flavor profile for consumers seeking artisan quality to appreciate. Made with 12% rye and wheat sourdough, the bread is batch baked and is ideal for creating an [artisan-quality sandwich](https://www.trendhunter.com/trends/jasons-sourdough-toasties) or snack. The product will transform perceptions of what prepackaged bread looks and tastes like, which addresses the need for premium options with a low-cost profile. Director of Marketing at [Allied Bakeries](https://www.trendhunter.com/trends/kingsmill-breads) Matthew Cullum spoke on the new Allinson's Serious White with Sourdough loaf saying, "As a brand offering premium, high quality ingredients, Allinson’s continues to build on the surge in popularity we have seen for premium breads. Since launching our new-look Allinson’s in 2017, the brand has performed exceptionally well and has been the fastest growing brand in bread and bakery with value sales up 40% year-on-year and volume up 25% year-on-year, significantly ahead of category.” ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 14% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Premium Bread Options:** The rise in popularity of premium breads presents an opportunity for brands to offer high-quality, artisanal options to meet consumer demand. - **Transforming Perceptions of Prepackaged Bread:** By creating a product that challenges the traditional expectations of prepackaged bread, brands can disrupt the market and appeal to consumers seeking a more artisanal experience. - **Increase in Demand for Low-cost Premium Options:** There is a growing need for affordable yet premium bread options, creating an opportunity for brands to offer high-quality products at a competitive price point. ### Where This Applies - **Bakery:** The bakery industry can leverage the trend of premium bread options to develop and market high-quality artisanal bread products. - **Packaged Food:** The packaged food industry can disrupt the market by transforming perceptions of prepackaged bread and offering innovative, artisanal options. - **Food Retail:** Food retailers can tap into the demand for low-cost premium options by partnering with bakery brands to offer affordable yet high-quality bread products. ## Related on Trend Hunter - [Prepackaged Sourdough Bread Ranges](https://www.trendhunter.com/trends/hovis-sourdough.md) - [Artisan-Style Bread Loaves](https://www.trendhunter.com/trends/sliced-sourdough-sandwich-loaves.md) - [Consumer-Driven Sourdough Breads](https://www.trendhunter.com/trends/jasons-sourdough-products.md) - [Rustic Farm-Style White Breads](https://www.trendhunter.com/trends/hovis-farmhouse-batch.md) - [Additive-Free Artisan Sandwich Breads](https://www.trendhunter.com/trends/izzio-organic-artisan-sandwich-breads.md) - [Unsliced Artisanal Sourdough Loaves](https://www.trendhunter.com/trends/unsliced-boule.md) - [Ready-to-Bake Bread Rolls](https://www.trendhunter.com/trends/allinsons-heat-eat-rolls.md) - [Artisan-Inspired Gluten-Free Breads](https://www.trendhunter.com/trends/dr-schr-breads.md) - [Extra-Thick Private Label Breads](https://www.trendhunter.com/trends/spar-white-toastie-thick-sliced.md)