Kingsmill’s Great Everyday medium sliced white loaf contributed to the brand’s volume and market share increases across the UK in the 24 weeks to 5 March 2011.
According to parent company Associated British Food’s interim results, the loaf was the fastest-selling product in the category.
The firm said margins came under pressure from the continued rise in the price of wheat, and were only partially recovered through price increases, and a high level of promotional activity.
ABF also highlighted the continuing investment being made in its UK grocery businesses, which includes the upgrade of some of its production lines. New plant bread lines are being built in its Glasgow and Stevenage bakeries, and a new rolls plant has been commissioned at its West Bromwich bakery.