Allied Bakeries took home the Grocery Product Launch of the Year 2014 award at the Retail Industry Awards for its Great White Loaf.
After what the company has called the “most successful launch in food FMCG this year”, the loaf received 29% of votes for the title.
The loaf, which has 7g of fibre per 100g, compared with Kingsmill Tasty Wholemeal bread, which has 6.2g of fibre per 100g, will reappear on TV screens this month, following a £6.7m two-year marketing investment into the Kingsmill Great White campaign.
Martin Garlick, category director, Allied Bakeries, said: “The launch of Kingsmill Great White has attracted new consumers to the sector and helped to stem the decline in white bread sales.
“This latest award shows Allied Bakeries understands consumer needs and category challenges across the bakery sector. Being back on TV in October will be a great way to continue to drive awareness of Kingsmill Great White.”
Kingsmill Great White had the highest weekly unit sales, highest penetration and highest percentage repeat rate in 2014 so far, compared to Walkers Pops, Cadbury Crème Egg Biscuits, Weight Watchers 0% Fat Greek Style Yoghurt, Weetabix on the go, Robinsons Squash’d, Cadbury Marvellous Mix Ups and Nestlé Toffee Crisp Cereal [Nielsen Scantrack we23.08.14.]
Kingsmill later launched the Great White Roll in July.