Allied Bakeries has launched a six-week sampling campaign for its new Kingsmill Love to Toast sub-brand in Tesco stores.

The range includes two fruit loaves, the Toastie Thick 800g white loaf, and packs of four muffins, six crumpets and six pancakes.

Jackie Harold, group brand manager at Allied Bakeries, said: "We wanted to have fun with this sub-brand, as 37% of bread is eaten toasted. We will push it more in the autumn months, when people tend to eat more toast."

The two fruit loaves are the Orange Marmalade Fruit Bread made with oranges, sultanas and orange and lemon peel, and the Apple-licious Fruit Bread made using concentrated apple purée, raisins, sultanas and spice.

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