The rebrand will be supported by an advertising campaign, including TV, radio and digital activity, which starts in early January.
As part of the development, a large transparent window has been added to Kingsmill packs to make it easier for shoppers to see the bread.
What is more, Allied Bakeries has decided to utilise social media, developing a Facebook and Twitter page for the brand, which is built around the concept of 'fresh thinking'.
Staff from Allied's customer careline will answer queries from consumers on Twitter, while the brand is hoping to build a community through its Facebook activity. One strand of this is a Facebook app, called Easy Escape, designed to help parents plan a day out and also offering sandwich suggestions.
Will Ghali, director of brands at Allied Bakeries, said: "Any brand is successful because it refreshes itself over time, and that is what we are doing. But the feedback we have received so far on this rebranding exercise has been very positive."