Kingsmill has launched Great White Rolls following the success of the launch of the loaf by the same name earlier this year.

In the three months since Kingsmill, owned by Allied Bakeries, launched the Great White, sales have grown to hold an 8% unit share of the 800g standard white bread sector.

Allied Bakeries hopes the rolls, which are also white bread with as much fibre as wholemeal, will help drive growth in the rolls sector.

“Rolls are a great opportunity for retailers to drive trial, increase incremental sales and secure repeat purchase, particularly during the summer BBQ season,” said a spokesperson.

The company advised bakers to supply a range of rolls to cater for all consumers. It now produces Great White Rolls; Wholemeal Rolls; 50/50 Rolls; and Soft White White Rolls.