Allied Bakeries, a leading supplier of bread and bakery products
and owners of the leading brands Kingsmill, Burgen, Allinson and
Sunblest, has today announced the introduction of innovative
additions to the Kingsmill range.
The new range is the first of its kind to be introduced to the
market and will offer Kingsmill 50/50 healthier white varieties to
the breads of the world category, a segment which has grown in
value by 7.7% in the last year 1. The
launch hopes to build on the success of the hugely popular
Kingsmill 50/50 loaf, which is the leading healthier white SKU on
the market 2. The new range
includes:
- Kingsmill 50/50 Wraps are kids-sized wraps (9
inches) that look and taste just as good as regular wraps, but have
the secret of hidden wholegrain.
- Kingsmill Pockets, available in both 50/50 and
White, are pre-sliced, ready to fill pockets that are fuss
free.
- Kingsmill 50/50 Deli Softs are pre-sliced flat
rolls that are deliciously soft and springy and contain 30% of your
daily wholegrain allowance 3 in
each roll.
Kingsmill carried out extensive shopper insight that identified
that families were becoming tired with offering the same options
for their family's meals. The new bread alternatives range provides
a quick and tasty option for busy families that can be enjoyed at
any time of the day, are hassle free and easy to prepare, making
them a perfect solution for picnics and barbeques this summer.
Packed full of wholegrain goodness, the new 50/50 range of products
is a great option for families that are seeking an alternative
range of delicious bakery products without having to compromise on
wholegrain.
Guy Shepherd, Category Director at Allied Bakeries said: "We are
delighted to be delivering such an innovative range of products to
the market. As well as responding to concerns from consumers about
finding exciting alternatives for summer meals, the new range will
address recent growth in the breads of the world category, which
has increased in value by 7.7% over the past year 4".
Market research indicates that shoppers are already buying
products from this category and are spending up to £52m 5 a year
in doing so.
Kingsmill 50/50 Wraps, Kingsmill Pockets and Kingsmill Deli
Softs offer retailers an opportunity to make the most of this
market trend and maximise sales in the breads of the world category
during the summer months.
Guy Shepherd continues: "We believe this launch demonstrates our
agility in a competitive market. We pride ourselves on being able
to offer innovative products developments, respond to consumer
demand, and ultimately help our customers grow their bakery
sales."
Notes to Editors
For more information, please contact Stefanie Morley smorley@lexispr.com / 0207
908 6439 or Laura Scott lscott@lexispr.com / 0207 908
6507
- Source: Nielsen 52 w/e
19.03.11
- Source: Nielsen 12w/e
5.03.11 (Volume Share)
- Based on 2005 US Dietary
guidelines of 48g a day
- Source: Nielsen
Scantrack 52 w/e 19.03.11
- Source: Nielson 52 w/e
13th June 2010