kingsmill-oatilicious-mediumKingsmill launches a deliciously smooth loaf baked with oats and wheat in £1.3m campaign to broaden consumer choice.

Kingsmill Oatilicious is an innovative addition to the brand’s established Bakery portfolio. The new loaf is baked with the perfect combination of wholegrain oats and wheat flour, and contains no bits for a new taste experience!

Recent category research highlights a growing demand for healthier food options, with 22% of food choices being made with health benefits front of mind. This has led to the development of Kingsmill Oatilicious, which combines great taste and smooth texture with the added benefit of wholegrain oats, giving reassurance of goodness to consumers. Kingsmill Oatilicious will appeal to adults while maintaining a wide family appeal.

Kingsmill Oatilicious is an innovative entry to the ‘healthier white’ segment – currently worth £186.5m and growing at a rate of 1% year-on-year.

Commenting on the launch, Michael Harris, Kingsmill Marketing Controller said, “We are confident the launch of Kingsmill Oatilicious will be successful and are encouraged by very positive results in consumer taste testing.

“Oat-led products, combining the goodness of wholegrain oats with great taste, are already popular in other categories but Kingsmill Oatilicious is the first branded loaf of its kind in the Bread category.”

Kingsmill shows its commitment to innovation as the launch directly follows the introduction of Kingsmill LITTLE BIG LOAF® – the best performing launch in Small Loaves in the last 3 years. Forming part of Kingsmill’s £11m investment package for 2009/10, Kingsmill Oatilicious will be supported by a £1.3m marketing investment comprising TV advertising, in-store activation and promotions and extensive regional sampling, which is due to hit in March ‘10.

Available from January ‘10 in 800g Medium and 800g Thick varieties, Kingsmill Oatilicious should be merchandised in the ‘Healthier White’ segment of the fixture. The packaging has also been designed to communicate the loaf’s top purchase drivers – taste and health. A transparent window will increase visual appeal while an on pack claim highlights the cholesterol-reducing properties of oats.

For further information please contact 0800 1970 110.

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