ABF invests in Burgen bread

Posted by Nicole Eckersley on 17th May 2011

Burgen breadAssociated British Foods has announced that its Allied Bakeries business is investing in growing its healthy bread brand Burgen in the United Kingdom.

Burgen, developed by ABF’s Australian subsidiary George Weston Foods in 1994, was the first soy linseed bread on the Australian market, and has a substantial market share in Australia.

Associated British Foods, which also manufactures the Allinson and Kingsmill bread brands, will invest GBP 200,000 (A$305,496) in a bid to increase awareness of Burgen through a PR and marketing campaign. This is Allied Bakeries’ first UK investment in Burgen since 2007.

Allied Bakeries said that it hopes the move will allow it to capitalise on demand for “healthy” baked goods.

The company also announced the addition of Burgen Buckwheat & Poppy Seed to its range, a loaf fortified with vitamin D.

Advertisements for the new loaf, as well as Burgen’s Soya & Linseed loaf, will appear in women’s magazines and national newspaper weekend supplements from May.

Sourced (with edtiorial adjustments) from just-food, the world’s leading portal for the global pre-packaged food and retail industries. Its daily mix of breaking news, views, analysis and research serves over 100,000 food executives each month. http://www.just-food.com/