Allied Bakeries this week relaunched its Kingsmill Everyday bread range in new packaging and renamed three lines, in a bid to increase impact on consumers.

The “simplified” packaging has clearer branding and adopts the Kingsmill ‘Fresh from the Bakery’ seal, first introduced on Kingsmill Gold in November 2005. Allied has also renamed Kingsmill Sandwich as Kingsmill Square and Kings-mill Soft White as Kingsmill Round Top. The Kingsmill Wholemeal and White product becomes Kingsmill Wholegrain and White.

The name changes will make it easier for the consumer to understand each product’s attributes, according to Allied. In the case of Kingsmill Square and Kingsmill Round Top, this is the shape of the loaf rather than the usage occasion, it says. For Kingsmill Wholegrain and White, the unique selling point is that it is the only white bread to use the whole of the grain (where others only use part of the grain), it said.

The new look will be applied across the portfolio, including Tasty Wholemeal and Toastie. New packaging will also signpost slice thickness – one of the key elements in the consumer deci-sion process, according to Allied.

Kingsmill is being supported by £12 million marketing spend over the next 12 months, including a £7m advertising campaign to drive awareness and trial of the range. Kingsmill Wholegrain and White will kick off the 2006 TV campaign in January, followed by trial and loyalty drives.

Lawrence Trist, commercial development leader at Allied Bakeries, said: “The re-launch of Kingsmill’s Everyday range is designed to ensure that consumers recognise the quality of our products and come back again and again to Kingsmill.”