STORY: Allinson's launches Heat & Eat bread rolls

Allinson’s Bread is set to deliver a 'fresh from the oven' lunchtime experience with the launch of a new Heat & Eat batch baked bread roll range.  

The four-pack rolls require just five minutes in the oven to give them a deliciously crispy crust and soft warm inside. Suitable for freezing, the rolls can be baked from frozen, too, and come in two varieties.

The Champion Wholemeal & Rye bread rolls consist of a delicious wholegrain blend; while Scandalous Seeds Wholemeal bread rolls feature five different seeds and grains to give body, bite and flavour.

These flavour varieties will be familiar to consumers of Allinson’s, mirroring those available in the brand’s successful core range of batch-baked sliced bread and featuring quality ingredients to deliver on consumer demand for exceptional flavour and texture.

"This delicious, 'warm from the oven' experience is rooted in simple nutrition, meeting a desire for quality and convenience in tough times, and setting the stage for further growth in premium breads," comments Anna Millichamp, marketing manager at Allinson’s. "'Heat at Home' is an untapped area for premium breads, with a lot of growth potential – the premium bread category is currently growing at 12.1%, and we see this product launch has the potential to spur this on.” 


The range launched in Tesco stores nationwide from 5 September, and will appear in Asda stores nationwide from 28 September (MRSP: £1.65).

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