Kingsmill has launched a number of products in its morning goods range in value-added pack formats, in order to help convenience retailers capitalise on the increased demand for bakery products at breakfast time.

The brand’s crumpets, pancakes and muffins will be available in the new formats for 12 weeks from their launch at the end of January.

Guy Shepherd, category director at parent company Allied Bakeries, said: “The bread and morning goods market is one of the largest sectors in the UK food industry and is worth a huge £3.36bn (Kantar Worldpanel data 52 w/e 23 Jan 2011).  

“Offering a broad range of bakery products to convenience retailers is vital to helping them gain a share of this potential profit.”

The crumpets and pancakes will be available in ‘eight for the price of six’ packs, while the muffins will be in ’six for the price of four’ packs.