The Associated British Foods (ABF) subsidiary - which also owns the Kingsmill and Allinson brands - said today that the new investment in Burgen (the first since 2007) will involve a marketing/PR campaign to raise brand awareness given rising consumer demand for healthier bread options.
Allied Bakeries is also adding a Buckwheat & Poppy Seed to its Burgen range, which fortified with vitamin D, will (the firm said) provide consumers with 30% of their recommended daily allowance of calcium and vitamin D in two slices.
The company also cited steady growth in seeded loaf sales (up 4.4% year-on-year, Nielsen to March 19) coupled with recent concerns about vitamin D deficiency, as reasons for the launch.
Ellen Bailey, Burgen brand manager said: "Burgen is the leading brand in the positive health sector with a 32.5% share, and Soya & Linseed has seen a 9.5% growth in household penetration in the last year, indicating strong consumer demand for breads in this category."