Allied Bakeries is tapping into the increasing popularity of the breakfast market with the launch of Kingsmill Toasties, which it says will disrupt the market.

The product is lightly toasted to give a crisp golden exterior, then torn into two triangles to reveal a soft middle section packed with fruit. The Toasties are available in three flavours; Mixed Berry, Cinnamon & Raisin, and Honey, Oat & Red Berry. Each is available in packs of four with an RRP of £1.19.

According to Allied, breakfast is the single biggest meal occasion for the UK population and presents a huge market opportunity for bakery. Bakery products, which the company said are consumed by 99.1% of the British population, remain a staple breakfast item, but other categories have been quicker to evolve in this sector of the market.

It said in a statement: “Kingsmill Toasties can fill this gap in the market, an opportunity estimated by Kingsmill to be worth £5m in year one, which will add £3.8m incremental value to the category.”

Zoe Taphouse, category director at Allied Bakeries, said reinventing bakery for the breakfast occasion represents an enormous opportunity. She said:  “The bakery category has been neglected for too long. Despite bakery appearing in more shopping baskets than any other category, the category seems uninteresting to many. This is felt most at breakfast, with consumers swapping bakery for alternatives such as cereal and breakfast biscuits.

“We need to reignite people’s passion for bakery and bring them back to the category by reminding them how it can be both exciting and delicious.”

Allied Bakeries has conducted research which it says indicates 60% of consumers will add Kingsmill Toasties to their shopping basket. Janene Warsap, marketing director at Allied Bakeries, said: “Toasties are the perfect combination of taste, convenience and pleasure, offering mums a simple, but delicious option for the family breakfast. Consumers want variety in what they eat and Kingsmill Toasties are set to disrupt the market by responding to demands for a tasty breakfast option that can be prepared in minutes.”

The Toasties will be available nationwide from this month in Tesco, Asda and Co-op and will feature a new design from Kingsmill that will roll out across the full range this winter.

Last week it emerged the lunch market is coming under increasing pressure as people spend more on breakfast, according to data from NPD Crest on the ‘out of home’ (OOH) foodservice market.