Kingsmill strengthens breakfast offering

24 September, 2012

Allied Bakeries’ bakery brand Kingsmill is broadening its breakfast portfolio with the introduction of new bagels and brioche rolls.

The firm said the new products, launched this month, will help to further provide opportunities to capitalise on the the breakfast goods market, currently worth £7.3bn.

This includes a new line of Kingsmill Brioche Rolls available in two flavour varieties – milk chocolate chip and plain – which come in packs of eight and have been developed in response to the ever-growing category, now worth £52m.

Guy Shepherd, category director at Allied Bakeries, said: “Breakfast consumption of brioche is spread evenly across weekdays and weekends, which shows that consumers are seeing brioche as an everyday snack, rather than saving it for special occasions, so it’s a great market for retailers to tap into. 

“Allied Bakeries’ consumer research and product development demonstrates our focus on creating delicious and innovative products that meet future trends, and boosting retailers’ sales. This focus on new product development is why we are the fastest-growing major branded bakery manufacturer.”

Kingsmill Bagels, which initially formed part of the brand’s new Fruit and Fibre range, launched last month, are now available in white and 50/50 varieties in packs of four.

Janene Warsap, head of innovation at Allied Bakeries, said: “Bagels are more popular than ever before, currently being enjoyed at 3.5 million more breakfast occasions than three years ago. With 41% of bagels being consumed by families, we’re keen to support our busy consumers by providing a delicious alternative for breakfast.”

The firm is investing £4.6m in the Kingsmill brand this financial year ending September, as well as £2.5m in marketing activity to drive awareness of the new Kingsmill Fruit and Fibre range, due to commence this November.

Allied Bakeries, part of the Associated British Foods Group, has four key bakery brands within its portfolio, including Kingsmill, Allinson, Burgen and Sunblest.





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