Allied Bakeries’ Kingsmill, produced at Allied Bakeries plant at Bredbury in Stockport, has launched a new toasting loaf – Kingsmill Super Toasty – which promises to make ‘the best ever toast’!
Kingsmill, the UK’s fastest growing major bread brand[1], has launched Kingsmill Super Toasty and revealed a full rebrand, with new packaging designed to champion the joy of simple pleasures and giving Kingsmill greater stand out on shelf.
Kingsmill Super Toasty is the first loaf developed specifically to deliver the ‘Best Ever Toast’ experience using a special blend of flours. Light and crispy on the outside and soft and pillowy on the inside, Kingsmill Super Toasty’s unique thickness was developed to deliver what consumers describe as the perfect slice of toast.
Kingsmill Super Toasty is set to reignite consumer’s passion for toast at breakfast, the UK’s biggest meal occasion, and will be available nationwide at multiple grocers and convenience retailers from 4 January 2017, with a MRRP of £1.25.
Kingsmill Super Toasty follows the successful launch of Kingsmill Toasties in October, an innovative breakfast toasting product which is easily toasted and torn in two to reveal delicious pieces of fruit inside.
Both products feature Kingsmill’s distinctive new packaging with golden yellow tones and a ‘K’ shape window has been added to the packaging to proudly reveal the bread within. The rebrand will be rolled out across the full product range this winter and is designed to evoke the simple pleasures which are at the heart of Kingsmill.
Janene Warsap, Allied Bakeries Marketing Director said: “As the fastest growing bread brand in the UK with significant market year-on-year growth[2], we wanted Kingsmill to truly reflect what our consumers love the most. We have improved our core product recipes, have introduced exciting new innovations with Kingsmill Super Toasty and Kingsmill Toasties and have a great new design that conjures the feelings of warmth and joy associated with bread and bakery.
“Kingsmill Super Toasty is the perfect solution for the toasting experience, giving people the optimum combination of crispiness and softness required for a delicious slice of toast.”
Kingsmill has also improved some core product recipes making sure that every Kingsmill product is the best it can be: look out for even softer Soft White, new fluffier crumpets and the best ever Farmhouse white and Seeded batch loaves in store from January.
As the most consumed food item in the UK[3], bakery is at the heart of a retailer’s performance and is crucial for footfall and growth. Breakfast presents a huge market opportunity for bakery and Kingsmill’s new branding and the launch of Kingsmill Super Toasty are set to boost category sales.
Zoe Taphouse, Allied Bakeries Category Director believes the rebrand and launch of Kingsmill Super Toasty presents a huge opportunity for the category: “We are delighted to be launching such an extensive rebrand for Kingsmill which will place bakery front of mind for both retailers and consumers, reminding them of the excitement and variety in the category. Bakery represents a huge opportunity for us, the retailer, and the consumer and we want to be a driver of its evolution to help deliver future growth.
“Kingsmill Super Toasty will play a big role in reminding people that toasting is the ultimate simple pleasure and is at the heart of the breakfast occasion”.
The new design work and packaging has been created by design agency BrandOpus. Supported by a £10m marketing investment in 2017, Kingsmill will bring enjoyment and emotion to wrapped bakery.
[1] Nielsen Total Coverage Unit % change MAT 08.10.16
[2] Nielsen Total Coverage Unit % change MAT 08.10.16
[3] Kantar Worldpanel Usage
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