food and beverage consultant
                     THE UK MARKET RETAIL STORE VISIT BY THE FOOD 
RESEARCH LAB Asda, Milton Keynes, UK. 
4TH OCTOBER 2022 
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AGENDA
To understand the product availability in 
the UK Supermarkets, especially at Asda.  
BACKGROUND
Asda is one of the largest UK groceries by 
market share, with 14.7% in the 
supermarket sector after Tesco & 
Sainsbury's. Asda is seeking to overtake 
Sainsbury as the UK's second-largest 
grocery supermarket.
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SUPERMARKET SWEEP
MARKET SHARE, MAY 2022
SOURCE: KANTAR, 2022 03
GREAT BRITAIN GROCERY MARKET SHARE (12 WEEKS ENDING)
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Brand Observed Company overview: 
Intent on providing bakers with nutritious and high-quality 
ingredients, Thomas Allinson established his first flour mill in 1892. 
Allinson was a pioneer and fervently urged people to appreciate life's 
simple and healthy things and eat nutritious food. The core of 
everything we value now remains this mindset. 
The Government finally accepted the nutritional value of wholemeal 
bread during the First World War when Allinson was in his 50s. He was 
even offered reinstatement to the General Medical Council. However, 
he turned it down. After all, he'd found a new outlet for his ideas on 
nutrition. 
 
Target Product Category :  Raising agentW  ith the official acceptance that wholemeal was good for the nation's 
health, demand for Allinson's flours increased dramatically, and his 
Name of the Product : Yeast   company continued to expand after his death in 1918. Further, 
Allinson flour mills were soon opened in Newport, Monmouthshire and 
Castleford, Yorkshire. 
His legacy, the Allinson brand, became a byword for wholesome, 
high-quality flour, producing wholesome, tasty, nutritious bread. This 
remains so to this day. 
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NUMBER OF PRODUCTS:  
• Easy Bake Yeast  
• Dried Active Yeast  
• Allison's Time Saver Yeast  
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Allinson's Easy Bake Yeast 
Allinson's Easy Bake Yeast combines dried yeast with 
Ascorbic Acid (Vitamin C), a bread improver. Vitamin C 
ensures the fast action of yeast, leading to a quick rise, and 
there is no need to 'knock back' the dough. One kneading 
and one period of proving are sufficient. The yeast can be 
used straight away and will be activated the second it 
comes in contact with the liquid. The product is best suited 
for hand baking and for use by bread makers.
Flour Treatment Agent: Preparation and Usage 
Ascorbic Acid (Vitamin C) You can use this product for preparing food that 
necessitates using 'instant', 'quick' ', fast action', 
or 'easy blend' yeast.  
Emulsifier: For the best results every time 
Sorbitan Monostearate Hand Baking: 7g yields a large loaf. 
Bread Makers: Please adhere to the manufacturer's 
guidelines. Before adding any liquid, add the yeast 
Primary Ingredient: 
to the dry ingredients that have already been 
Yeast (Saccharomyces 
combined. 
cerevisiae) 
Dietary Information 
Storage: 
• Suitable for vegetarians 
Store in a dry, cool environment. After 
• Contains no nuts 
opening it, keep it in the refrigerator with 
• Gluten-free 
the plastic lid tightly closed. Use within 4 
months of opening.
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Allinson's TimeSaver Yeast 
For quick hand baking, use Allinson's Timesaver Yeast. 
Your bake will prove in up to half the time if you use it 
whenever your recipe calls for "fast action," "quick," 
"instant," or "easy bake" yeast. One 11g sachet yields a 
big loaf.
Flour Treatment Agent: Preparation and Usage 
Ascorbic Acid (Vitamin C) For Speedy Hand Baking 
You can use 1-time saver yeast sachet whenever a 
recipe calls for 7g of 'fast action', 'quick', 'instant' 
Emulsifier: or 'easy bake' yeast. Your loaf will prove in up to 
Sorbitan Monostearate half the time. 
An 11g sachet makes 1 large loaf, so please follow 
your recipe method, ensuring your prove doubles 
Primary Ingredient: 
in size before baking. 
Yeast (Saccharomyces 
Pair with 500g Allinson's Bread Flour. 
cerevisiae) 
For the best results every time
Dietary Information 
Storage: 
• Suitable for Vegetarians  
Store in a dry, cold environment. Once a 
• Gluten-free 
sachet is opened, use it within 48 hours
• Contains no nuts 
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Allinson's Dried Active Yeast 
The moisture has been drawn from compressed yeast to 
create Allinson Traditional Dried Active Yeast. It must be 
reactivated with water before use and is suggested for 
manual baking only; bread makers should not be used.
Emulsifier: Preparation and Usage 
Sorbitan Monostearate The product should be reactivated in warm water 
before use. If you use a bread maker, try our easy-
bake yeast instead because it is only ideal for hand 
Primary Ingredient: 
baking. For the best results every time. 
Yeast (Saccharomyces 
Hand Baking: 7g makes 1 large loaf. 
cerevisiae) 
Storage: Dietary Information 
Store in a dry and cool place. Keep the • Gluten-Free 
product refrigerated soon after opening • Suitable for vegetarians 
with the plastic lid tightly closed. Use • Contains no nuts  
within 4 months of opening. 
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The Food Research Lab is a global contract R&D facility 
offering product development services and a food and 
beverage consultant. The team of experts specializes in 
cereal milling and baking and formulates various 
products catering to consumers' preferences. The team 
takes all the necessary measures to ensure the product 
developed is successful in the market.   
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