Yet, ironically, the flour category is in broad decline. This case study shows that by digging into consumer insights and launching a daring new packaging design that you can attract new consumers and drive desire.
Best packaging campaign 2014
Design effectiveness winner 2014
These bold geometric patterns have successfully attracted a new generation of consumers, with 55% of purchases now being made by younger 'eager' bakers.
Allinson's volume sales have increased 6.1% year on year vs. previous year (2013-14).
In the period since the rebrand there has been a 4.1% increase in volume vs. the same period last year.
Allinson is now worth about £10.5 million in value, outperforming the market considerably and growing ahead of the total flour market (Up 2.1% over the year compared to 1.1% for the market).
The brand has grown 10% in value since last year.
In the last year, Allinson's share of the bread flour market has risen from 34% to 36%. this is led by the bread flour packs which are now 35.5% of the Bread flour market and growing ahead of total bread flour.
Source: Allinson flour
Credits: Howard Shooter for photography