Kingsmill has unveiled a new on-pack promotion with stars of animated film A Matter of Loaf and Death, Wallace & Gromit.

In partnership with the characters’ creators, Aardman, Kingsmill bread, rolls, crumpets, muffins and pancakes are to feature collectable tokens, which can be used to claim an exclusive range of Wallace & Gromit-branded inventions.

The collectables include: The Rapide-o-Matic Preserve Dispenser, The Wallace & Gromit Holder Egg Cups and The Safe-o-Matic Lunchbox.

“Wallace & Gromit are loved by families all over Britain and are a strong brand fit for Kingsmill. This new promotion offers an exciting opportunity for Kingsmill to reward loyal consumers,” commented director of brands Will Ghali.

The promotion will run across 70 million packs across the UK, from 2 May 2011.