Morrisons drops Kingsmill 50/50 loaves

10 June, 2015

The Kingsmill 50/50 loaf was dropped from Morrisons in March

Allied Bakeries has suffered another blow to its Kingsmill brand, as British Baker can reveal Kingsmill 50/50 loaves have been dropped from Morrisons.

This means that the only Kingsmill sliced bread product currently on sale at the supermarket is the White Crusts Away loaf.

This revelation comes after the brand’s entire sliced range was delisted in Tesco stores at the end of March, around the same time as Morrisons dropped the 50/50.

Tesco still stocks other Kingsmill products including rolls, thins, wraps, crumpets, muffins, pancakes, and waffles, while Morrisons now only stock the White Crusts Away loaf and White Burger Thins under the brand.

An Allied Bakeries spokesperson said: "We can confirm that Allied Bakeries stopped supplying Kingsmill 50/50 to Morrison’s at the end of March 2015.

“Our business with Morrison’s, who currently only stock two Kingsmill products, has been minimal for some time. While their decision to remove Kingsmill 50/50 as a choice for their shoppers is disappointing, the impact on Allied Bakeries has been negligible and the small amount of volume lost has already been replaced with new business.

“Kingsmill 50/50 remains the strongest brand in the White and Wholemeal sector with over 53% market share.”

Morrisons told British Baker that it would not comment on any commercial decisions around listing and ranging.

In April, Allied Bakeries completed a £210m five-year programme across the portfolio, building new bread plants in Stockport, West Bromwich, Glasgow and London. It also rounded off the project with the new breadline in Stevenage which is capable of producing 9,000 loaves per hour.

As part of the investment, Allied built its new Thins factory in Glasgow, as well as a roll plant in West Bromwich.





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