Allinson’s is rolling out a new design and three new flavours in a bid to double the value of the brand from £6m.

The brand is reducing its packs sizes from 800g to 650g 12-slice packs, RRP £1.35, to target smaller households.

The three new flavours are Rustic White, Seeds & Grains and Signature Seeded and will be available from January 9.

Janene Warsap, marketing director for Allied Bakeries, said: “We’re seeing significant growth of smaller households who are looking for greater variety and freshness.”