Allied revamps Kingsmill Wholemeal
Published:  07 October, 2008

Allied Bakeries has relaunched its Kingsmill Wholemeal loaf as Kingsmill Tasty Wholemeal.

The loaf’s packaging will also get a new look to “promote a healthier, tastier image”, says AB, which is investing in a supporting press campaign to run throughout October and November.

The new-look packaging includes a transparent window, wholegrain imagery and highlights the bread’s high fibre content and lack of artificial preservatives.

Kingsmill brand manager Ky Le Vuong said: “The wholemeal sector is now worth £322m and is growing at a rate of 12.9% year-on-year. The new Kingsmill Tasty Wholemeal Loaf is designed to appeal to consumers who demand a healthy option that doesn’t sacrifice taste.

"We’re excited to see the advertising campaign launch in October with the focus being on print media.”




My Account

Spotlight

Most read

Social

Calendar

See all events