Kingsmill 50/50 Sliced Rolls offer shoppers re-sealable packaging, along with a ‘less mess’ roll.
The new rolls require minimal preparation time and deliver on health, providing consumers with 40% of their daily wholegrain in just one roll. Kingsmill 50/50 Sliced Rolls are ideally positioned to target busy Mums for lunchtime and out of home occasions.
The launch of Kingsmill 50/50 Sliced Rolls in a 12 pack is set to help drive the bread rolls category, tapping into the key lunchtime and out of home occasions by offering consumers a unique combination of taste, health, value for money and above all, convenience.
Bread Rolls currently account for 9.3% of the total Bakery category and are now worth £276.8m.
In the current economic climate consumers are also moving back to everyday staples such as white bread, and as such Kingsmill Great Everyday White is moving back into growth. Kingsmill Great Everyday White is Kingsmill’s share driver, worth £171.2m and growing at a rate of 8% year-on-year.
Kingsmill‘s Great Everyday sub-brand comprises a range of deliciously soft white sliced bread and rolls, ideal for consumers of all ages, from kids to adults, to enjoy any time of day, be it at lunchtime or as a snack after school. Baked using Allied Mills’ finest flour, and no artificial flavours or preservatives, they’re also Kingsmill’s top quality recipes.
As the Kingsmill product range grows, so does the brand’s ability to create impact in store and therefore encourage new consumers into the brand. Kingsmill’s aim is to remain a strong family brand with each of its products dedicated to meet specific consumer-end benefits.
Kingsmill prides itself on its close relationship with customers. Its 11 bakery sites and 7 depots deliver direct to local stores ensuring the freshest possible product is received whilst maintaining the brand’s industry-leading service levels and customer rapport.
2009 has also seen Kingsmill become Britain’s sixth largest ‘Grocery Brand of the Year’ and, most recently, Allied Bakeries crowned the ‘Best Branded Bread Bakery Supplier of the Year’. Both awards reflect the value Kingsmill is adding to the category both in terms of customer and consumer focused strategies.
For more information, visit www.kingsmillbread.com or contact 0800 197 0110.