Kingsmill loaves are back in Tesco, after the major multiple delisted the brand’s sliced range earlier this year.
From last week, Kingsmill 50/50 and No Crusts were relisted at Tesco in the “majority” of stores.
A spokesman for Allied Bakeries said: “Allied Bakeries is pleased to confirm that Tesco will reintroduce Kingsmill 50/50 and No Crusts to the majority of their stores from Monday 29 June. Both product lines are a firm favourite with consumers, and we are delighted to see them being offered as a choice for Tesco shoppers once again.”
The entire Kingsmill bread lines were dropped in March this year, while Allied Brands Allinson and Burgen bread continued to be stocked. Other Kingsmill products, including rolls, thins, wraps, crumpets, muffins, pancakes, waffles, and potato scones in Scotland, are also still listed in-store.
When the loaves were first de-listed, Allied said that volumes had been replaced elsewhere.
The re-listing could be a needed boost for the brand, which has seen bread sales crash £75m year on year [IRI 52w/e 28 March 2015]. It means that now both Tesco and Morrisons stock just the 50/50 and No Crusts sliced loaves.
This comes just two weeks after British Baker revealed that Jon Jenkins, the boss of tea firm Twinings, was appointed as the new head of Allied Bakeries.
His move from another Associated British Foods’ (ABF) brand followed the departure of previous boss Mark Fairweather.
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 a new bread line 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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