Allinson revamps flours with focus on brand heritage

Allinson Flour has overhauled its range of home-baking and bread-making flours in a bid to make it easier for consumers to differentiate between its products. It also aims to highlight the brand’s heritage by using its logo from the 1920s.

The revamped packaging, rolling out in store now, also features a “stylised, wood-cut” illustration based on the signature of company founder Thomas Allinson. It aims to emphasise the products’ “natural purity and quality”.

The product portfolio still includes its full range of flours, such as Wholemeal Self-raising, Premium White Very Strong and Country Grain Bread Flour. The new packaging has been designed by Ziggurat Brands.

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