Kingsmill is aiming to increase toast consumption in the New Year with a new breakfast initiative – Wake Up to Wholegrain.

A £2.5m advertising campaign will be carried out, spanning TV and radio, as well as in-store point-of-sale activity, which Kingsmill believes could potentially grow the category by 120 million loaves.

Starting this month, the campaign will see the introduction of a “whole grain message” on packs of Kingsmill 50/50 and Tasty Wholemeal ranges, to remind consumers of the value of a nutritious breakfast.

Kingsmill marketing controller Michael Harris said: “The new Kingsmill breakfast campaign is a major category growth initiative, which aims to remind consumers that toast for breakfast can provide a nutritious start to the day.”