Allied Bakeries is aiming to drive growth in the bread market with the launch of Kingsmill Great White, a white load that contains similar levels of fibre to brown bread.
According to Allied, Kingsmill Great White has been developed for those consumers who love white bread but for whom there is a real dilemma between what they want to do (enjoy white bread) and what popular culture tells them to do (eat less white bread).
Martin Garlick, Category Director, Allied Bakeries, explained that there are up to 10 million households looking for something healthier than standard white bread, but who don’t want to buy into brown. It is this demographic that the new loaf is aimed at, and the launch is being supported by a £6.7m marketing campaign.
Garlick commented: “Bakery remains a staple favourite for theUKhowever over time there has been a steady decline in the number of people eating white bread. It is clear to us that if we don’t take action to reverse this trend, it will continue over the next few years. Kingsmill Great White is a truly innovative product and has been developed to not only provide the nation with an opportunity to top-up their fibre intake, but also will support retailers in capitalising on this great innovation.”
Lydia Freeman, Senior Brand Manager for Kingsmill, explained: “Britainloves white bread – especially for family favourites like beans on toast and bacon sandwiches – but they are hearing that it’s not what they should be eating. A large number of consumers are torn between their love of white bread and their desire to eat as healthily as possible. This insight has enabled us to launch Kingsmill Great White, which gives our consumers a reason to love white bread again.”
In addition to the multi million pound marketing campaign Allied Bakeries is also giving independent retailers the chance to win a white van filled with the new product. Retailers can enter by visiting www.kingsmillgreatwhitecompetition.com, until submissions close on 1st August 2014.
