Kingsmill launches LITTLE BIG LOAF®

little-big-loafFamily bread brand Kingsmill has extended its family-focused portfolio and launched the perfect solution for smaller households – Kingsmill LITTLE BIG LOAF® – the ONLY loaf on the market with full-size slices, just fewer of them!

Kingsmill has taken consumer favourites – Kingsmill Great Everyday White, Kingsmill Tasty Wholemeal and Kingsmill Love To Toast – and created 525g versions, which offer full-size slices.

Kingsmill’s LITTLE BIG LOAF® variants are set to shake up the plant bread category, which is currently worth £1,901m, and growing ahead of the bakery category, at a rate of 7.5% year-on-year, by offering a distinct product for smaller households.

Commenting on the launch, Michael Harris, Kingsmill Marketing Controller stated, “Following extensive consumer research we know there’s a demand amongst smaller households for a loaf with less slices but which still has a full-size slice profile. Kingsmill’s 525g LITTLE BIG LOAF® is a unique product, as it meets this exact criteria. We’re confident this new launch will drive penetration of smaller loaves and really cater to a clear gap in the market. Each slice is as enjoyable as the first and the new format means that smaller households also benefit from reduced wastage. The range is also great for those wanting more variety as consumers can buy two different products from the Kingsmill LITTLE BIG LOAF® range rather than one 800g loaf.”

Kingsmill’s LITTLE BIG LOAF® should be vertically merchandised alongside smaller sized loaves – the part of the fixture commonly shopped by smaller households – to increase stand out on shelf. Over £2m of marketing investment will support the launch, including a national TV advertising campaign set to hit our screens during October ’09.

The Kingsmill LITTLE BIG LOAF® range will be available in Great Everyday White, Tasty Wholemeal and Love To Toast varieties in major supermarkets from 7th September ’09 with an RRP of £0.95.

For more information contact 0800 197 0110.