Kingsmill Fruit and Fibre, A new range of breakfast products designed to drive growth in the breakfast category for retailers has been launched by Allied Bakeries. The company is investing £2.5m in marketing activity to drive awareness of the range and affirm its position in the breakfast market.
The wholesome and fruity new breakfast bakery range consists of three products, Kingsmill Fruit and Fibre sliced bread, Kingsmill Fruit and Fibre Muffins and a first for Kingsmill – Fruit and Fibre Bagels. With berries and pieces of real fruit the tasty new bakery range is made from a blend of wholemeal and white flour, providing up to 50% of a consumers’ daily whole grain – making each product a great source of whole grain fibre.
Guy Shepherd, Category Director at Allied Bakeries said: “The breakfast occasion is growing, with British consumers eating 16.6billion breakfasts in 2011, equating to £7.3bn. This thriving market presents a huge opportunity, which has been estimated at a potential £18m over the next three years. That’s why we’ve invested in this new range – to broaden our portfolio and affirm our position in the breakfast market.”
The first product in the range; Fruit & Fibre bread hit the shelves on 15th August, with the full range following this month.
