One brand extends into bread

The One Clever Loaf range includes a white high fibre loaf and a malted wheatgrain loaf with seeds. It is the next in a number of brand extensions planned by the organisation.

Profits from the loaf will fund start-up bakeries in Africa to help local families generate income and provide food for the community.

Marketing and brand chief Ashley Stockwell told Marketing Week earlier this year that the foundation was planning two new launches this autumn.

It currently produces ethically sourced bottled water, eggs and toilet roll under the One brand and all profits from sales go towards funding relevant projects in the developing world.

The company aims to develop products where it can provide an ethical alternative to the market leading brands with the same quality.

The One Clever Loaf will be available in Tesco from 29th October and will roll out to other retailers later this year.

Read our exclusive profile of Ashely Stockwell here