Allied Bakeries has extended its range of sandwich alternatives by launching new Kingsmill Burger Thins.
The business, part of Associated British Food, launched the products ahead of the summer BBQ period, and expects success off the back of the growing sandwich alternative market.
According to research firm Nielsen, the market has grown 9.2% year on year, with Kingsmill Sandwich Thins accounting for 53% of the market in the last six months since the launch.
Darren Grivvell, director of brands, said: “Our insight showed that many consumers, particularly women and children, want less bread with their burger with a significant proportion actually removing the top of the bun.
“Our new Burger Thins look set to meet this demand for a lighter, softer eat with their burger.”
Kingsmill Burger Thins will be available in Soft White in packs of six at an RSP of £1.29.