Kingsmill launches Bagel Thins

Kingsmill Bagel Thins
  (Photo:  )

Kingsmill, the bakery brand, has launched Bagel Thins, which are significantly thinner than a regular bagel, and contain only 122 calories.

The launch of Kingsmill Bagel Thins swiftly follows the launch of Kingsmill Great White – a white loaf with as much fibre as wholemeal.

Kingsmill said that within plant bakery, sandwich alternatives continue to drive strong growth, with volume increasing by 6.7% in the last year (Nielsen Total Coverage, 12 w/e 29th March 2014).

Janene Warsap, head of innovation at Allied Bakeries, said:  “Across the food and drink industry we are seeing a rising demand from consumers for smaller, lighter, healthier versions of their favourite foods.  With this insight front of mind, we have developed our unique Kingsmill Bagel Thins, which are thinner with a less doughy texture, making them lighter to eat, but still high in taste.”

Market

Martin Garlick, category director at Allied Bakeries, added: “Interestingly, the US bagel thins market is already well established and currently worth nearly 10% of the total US bagel market in volume terms.  We believe there is a similar opportunity in the UK which will help retailers drive growth in the bakery category by encouraging incremental sales and attracting new customers to the category.”

Kingsmill Bagel Thins come in a 6-pack format with a RRP of £1.39.  They are available in Tesco from 13 May, becoming widely available throughout May.

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