The brioche brand has announced new plans to expand its merchandising program and drive trial with US shoppers.

The bread — available in bakeries including Rustic Bakery, Jane, Ponsford’s Place, The Bekjr, and Avast — is baked with Hourani flour, a 2,000-year-old heirloom grain.

In collaboration with Universal Pictures Home Entertainment and Illumination Entertainment, Abe’s will launch a limited edition, Minions-inspired flavor to help spread the word about the upcoming Minions: The Rise of Gru.

The Danish bakery, which now has three locations in the US, is known for its rye bread that uses a sourdough rise and requires three days to produce.

The bakery has announced a number of advancements to its sandwich carriers.

After last year’s test launch in five markets, the low-carb option has been rolled out in seven new markets – making it available in 1,600 Subway restaurants.