Allied Bakeries is set to relaunch its Kingsmill Gold range this month in a bid to claim a larger cut of the premium bread category.
"The new Kingsmill Gold premium range is designed to take advantage of this growth area," said Jon Wilson, Allied Bakeries marketing director.
The launch will be supported by a £3m campaign including a national, five-week TV advertising burst later this month. As well as revitalising the existing range, two new varieties of seeded 800g loaves are being launched under the Kingsmill Gold Seeds & Oats brand.
"The premium sector is worth £330m and is growing at a rate of 7.3% year-on-year," added Wilson.
The new range will be in-store this week.