Allied Bakeries today launched a new white loaf under its Kingsmill brand which it claims will revolutionise the category.

Kingsmill Great White has two and a half times more fibre than Kinsgmill’s traditional white loaf – and has 1.4x the amount of fibre than its 50/50 brand. The company has worked with AB Mauri in developing the new loaf and says it is the company’s biggest launch since 50/50 in 2007.

The company hopes that the category will appeal to what it brands “die hard waverers” and has promised to spend £6.7m on marketing, featuring a TV advert with actor John Thomson.

Overall sales of sliced white bread have been in long-term decline and have fallen 4.8% by volume - or 40 million loaves - in the past year alone [Kantar Worldpanel 52 w/e 2 February 2014]. 

Kingsmill will use this new product to raise awareness of the fibre deficit in the majority of UK diets, encouraging consumers to try Kingsmill Great White as a convenient way of boosting their fibre intake.

The company claims, eating two slices of Kingsmill Great White bread a day instead of normal white bread could increase fibre intakes by 3.0g (12% of the Dietary Reference Value).

Staple favourite

Martin Garlick, Category Director, Allied Bakeries, said: “Bakery remains a staple favourite for the UK – consumed by 99.8% of the British population with on average 51 loaves bought every second, this shows that bread is still hugely popular. However over time there has been a steady decline in the number of people eating white bread. It is clear to us that if we don’t take action to reverse this trend, it will continue over the next few years.

“Kingsmill Great White is a truly innovative product and has been developed to not only provide the nation with an opportunity to top-up their fibre intake, but also will support retailers in capitalising on this great innovation.”

Kingsmill Great White is scheduled to hit the shelves in mid-March and will be available to convenience stores from 27 March 2014.