Kingsmill introduce wraps to the impulse market

23 September, 2013

Kingsmill has introduced wraps to the impulse market, reinforcing its commitment to help retailers maximise sales.

With children going back to school, Allied Bakeries said that products such as wraps provide an opportunity for retailers to capitalise on this growing sector and tap into these consumer needs. For retailers struggling to find shelf availability, off fixture display units (OFDUs) can boost presence and sales of alternative skus. 

Breads of the world continue to drive growth, equating to 12.5% unit share of the plant bakery market.

Mike Bailey, Channels Director, Allied Bakeries, said: “At Allied Bakeries, we continue to invest in our brands, bakeries and people, and the success of our products is testament to this on-going programme. Using consumer insight, Kingsmill has launched a suite of NPD, which can help retailers to drive total category sales, with products such as Kingsmill Wraps”.

Also in Kingsmill’s Impulse offering, Kingsmill White Bagels four packs have grown to take 20% unit share of the bagels market in impulse, the highest ever share since launching in 2012.

Launched last year, Kingsmill’s range of bagels are available in soft white, 50/50 and fruit and fibre, and available in packs of 4.





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